Hide My Ass! | Press office
It used to be that you could only really know a person – let alone a whole family – if you met them; spent time with them; spoke to them; were welcomed into their world and invited to understand them better. However a radical new social experiment which we organised for our client Hide My Ass shows just how well you can know a person without ever having met them. And it’s all thanks to a little thing called internet history.
In the experiment, an average family of four from Sussex went about their normal daily routines online for a month before handing over to us the most basic of data – their internet history. We then had an independent technology expert, Dr Rachel O’Connell, who had absolutely no prior knowledge of the subjects, analyse the internet history.
In just a matter of minutes she was able to build an extremely accurate portrait of each family member and even their future activities, including precise guesses at their relationship to each other, each family member’s age, gender, occupation, income, interests and pastimes, and hinted at family holidays and a treat being planned for Christmas. Scary.
To further illuminate just how detailed a portrait of a person can be made from their internet history, we commissioned a professional ‘ASCII artist’ to create a portrait of the family using only four weeks of their internet history.
Landing at the height of the Sony Pictures / North Korea / The Interview hacking fiasco, the story of the family was lapped up by the media, with great coverage in the Daily Telegraph, Daily Star, Bella, an incredible full page belter in The Sunday Times and this lovely piece on the Times online.