TRAZES is a multifaceted initiative designed to bring attention to the increasingly pervasive role of data collection and its implications on privacy and self-identity in the age of artificial intelligence. With the widespread integration of intelligent technologies like ChatGPT into daily life, public awareness of AI has grown; however, the complexity and potential risks associated with personal data processing remain largely opaque. TRAZES aims to demystify these technologies, provoking critical thought about how our digital footprints shape not only the algorithms we interact with but also the personal identities these algorithms construct.

Central to TRAZES is the concept of the „digital human“—a virtual replica created from data collected by algorithms. This digital copy encapsulates an individual’s character traits and personal details, even those that may be unknown to the individual themselves. By presenting this digital mirror, TRAZES seeks to heighten awareness of the extent of data collection and encourage more cautious interactions with digital services. This virtual identity serves as a tangible representation of the data we unknowingly leave behind and as a cautionary reflection of how we might be perceived in the digital realm.

TRAZES is executed through a structured strategy: Shock, Inform, and Reveal. The campaign employs a multi-channel approach to engage the public in spaces where digital traces are most commonly left, such as public transport stations and digital platforms. Through an interactive social experiment, TRAZES challenges users to participate in a mock „data-for-prize“ scenario, collecting personal information under the guise of a sweepstake. This not only highlights the ease with which users relinquish data but also demonstrates how even seemingly trivial metadata—such as device details, IP addresses, and location data—can be collected and exploited.

The campaign’s visual design centers around three public posters placed in high-traffic areas, each conveying a distinct message:

• Poster 1: „Deine Daten, deine Kontrolle“ – Illustrates the transition from physical to digital self, symbolizing how individuals actively contribute to their digital footprint. The poster encourages viewers to consider the value they assign to their data and the traces they leave behind.

• Poster 2: „You have been found“ – Conveys the hidden insights that can be gleaned from metadata. It highlights the often-overlooked information our digital traces reveal about us, pushing viewers to reflect on their responsibility in protecting this data.

• Poster 3: „Wir sind eins“ – Reminds viewers of the inseparable connection between their physical and digital identities, underscoring the permanence and reach of their online presence.

In collaboration with:
Adrian Jans, Marie Köhle & Marc Schade