TasteFace invites people to try Marmite, and uses facial recognition technology to analyse their reaction to it. It builds on the Microsoft Emotion API that reads facial expressions across a set of eight emotions. AnalogFolk then built a bespoke algorithm to convert these eight emotions into a sliding scale with love at one end and hate at the other. At the end of the experience, test-takers are rewarded with a customisable reaction GIF to share across their social channels, announcing their preference.

View all the winning work from The Annual 2018 here.