Blurred images, deceptive puzzles, complex questions: in its objective of verifying the human identity of users, the Captchas They have become one of the most annoying obstacles to the network. The identification company World -In WorldCoin-, claims to have a system -bassed in the scan of the iris- more effective for it, and to promote it you have launched the campaign “Real World Captchas” (“Captches of the real world”), in which it satirizes a method that considers obsolete.
By the hand of the creative agency Iris Worldwidethe company supported by Sam Altman, CEO of OpenAi, addresses the inefficiency of the captchas in an activation of street marketing in the streets of Singapore, Berlin and Buenos Aires. There, World has installed the recognizable giant grids in front of everyday objects such as traffic lights, bicycles or zebra crossings, to recreate the Identification tests Under the concept “There is a better way to prove that you are human”
“Real World Captchas” thus recreates the frustration Generalized of many users experience when they find captchas when navigating the Internet and uses it in their favor to highlight their proposal. The captchas placed not only create a familiar and fun situation, but also address the privacy dangers of navigating the Internet without reflecting on the data that is shared in these verification processes.
“The same tools designed to distinguish humans from machines have become collective frustration exercises instead of effective guardians”, Says World in its corporate blog. As an alternative, the organization offers World Ida digital solution that allows user verification using the information of the eye of the eye and that ensures that they already use 25 million people in 160 countries.
“World ID is a simple and anonymous humanity proof, designed for the era of artificial inestlicity”, Says John Patroulis, Marketing Director of Tools for Humanity, World developer, according to The Stable. “With the campaign, we remind people of how absurd the current method is. The best ideas are simple and surprising. Here we seek to capture attention with something as fun as provocative”
From Iris Worldwide, on the other hand, the purpose of change that hides the creativity of “Real World Captchas.” “It is a perfect example of how creativity can boost change. By taking advantage of a shared digital frustration, we were able to present a better and more focused solution on privacy to verify human identity on the Internet”Menno Kluin, global creative director of the agency, explains.
World proposes World Id, a Digital passport based on a unique identifier for each user generated from the scan of the iris. This process is carried out through devices called orb that the company has installed in cities around the world. The system uses technologies such as blockchain, artificial intelligence or 5g.
In Spain, World operations have been paused since March last year, when the Spanish data protection agency (AEPD) imposed a precautionary measure against the company for the management and processing of abusive data of the company.
Last December, the Baylda, the Bavaria Data Protection Authority, Germany, established that Iris scan by the company to thousands of European citizens violated the General Data Protection Regulation (RGPD).
