HungerStation's eye-tracking 'Subconscious Order' wins Dubai Lynx and Cannes Grand Prix

A Saudi food-delivery app uses its front camera to track your eye movements while you scroll, then tells you what your subconscious craves.

HungerStation · Wunderman Thompson Riyadh

创意是什么Build an app feature that watches your eye movements with the front camera, then names what you subconsciously crave and matches it to restaurants.伤筋动骨

当时的题目

HungerStation, Saudi Arabia's first food-delivery app, needed to defend its lead in a crowded market — users were spending roughly 132 hours a year scrolling menus and suffering from 'choice overload'.

它是怎么成立的

Ordering food should be easy, but on average an adult spends about 132 hours a year staring at menus online before deciding what to eat — and often chooses wrong. Psychologists call it 'choice overload'. HungerStation, Saudi Arabia's first food-delivery app, and Wunderman Thompson Riyadh decided the fix wasn't a better recommendation engine but a different idea: ask the subconscious.

The centrepiece was 'The Subconscious Order', a feature on the HungerStation app launched as part of the 'Find My Craving' campaign. As a user scrolled through cuisines, the front-facing camera tracked their eye movements while algorithms analysed interest; once the app recognised someone had been scrolling too long, it produced a data report of what the user's subconscious actually wanted to eat, together with a list of HungerStation restaurants to order from.

The feature was a genuine product change, not a stunt: within the first two weeks it helped acquire 78,000 new customers — about 6,000 a day — and generated 2.5 million impressions and 630,000 portal visits. It won the Grand Prix in Mobile at Dubai Lynx 2023 and the Creative Commerce Grand Prix at Cannes Lions 2023, marking Saudi Arabia's first-ever Grand Prix at Cannes.

妙在哪

The insight was real and universal — decision fatigue on food apps — so the technology solved a felt problem rather than showing off.
The camera tracked the user's own attention, making the person the data source and the output feel deeply personal.
It was a functional feature inside the app, so the idea kept working after the campaign ended.
It exchanged visible value for facial data, answering the privacy question that usually blocks camera-based ideas.

做出来什么

2.5 million impressions and 630,000 portal visits; 78,000 new customers in the first two weeks, around 6,000 a day. Won the Mobile Grand Prix at Dubai Lynx 2023 and the Creative Commerce Grand Prix at Cannes Lions 2023 — Saudi Arabia's first Cannes Grand Prix.

可以借走的

Don't add more choices — remove the choosing. Using the user's own attention as the signal made the AI feel like a helpful oracle, and gave people a fair reason to share camera data.

后来

The campaign became a milestone for Saudi creativity — the kingdom's first Cannes Grand Prix — and one of the most-cited examples of AI in commerce. The feature lived on inside the app, and 'solving choice overload' became part of HungerStation's product story as it continued to position itself as the most innovative delivery service in the market.

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