| Cannes Lions 2017 | ||
|---|---|---|
| Cyber | Branded Tech: Tangible Tech | Bronze Lion |
| Lions Health 2017 | ||
| Pharma | Patient Support & Disease Management: Patient Engagement Utilities | Silver Lion |
| Lions Innovation 2017 | ||
| Creative Data | Creative Data: Data Driven Consumer Product | Silver Lion |
| Spikes Asia 2017 | ||
| Digital | Tangible Tech | Silver Spike |
| Mobile | Wearable Technology | Bronze Spike |
| Ad Stars 2017 | ||
| Innovation | Product & Service: Electronics / It/ Office Equipments / Home Electronics & Audio-visual / Business Equipment & Services | Silver |
| Interactive | Product & Service: Electronics / It/ Office Equipments / Home Electronics & Audio-visual / Business Equipment & Services | Bronze |
Title: Know You Again
Agency: F5
Brand: Baidu
Country: China
Entrant Company: F5, Shanghai
Advertising Agency: F5, Shanghai
Pr Agency: F5, Shanghai
Production Company: F5, Shanghai
Cco: Adams Fan (F5)
Senior Art Director: Kelvin Co (F5)
Acd: Danny Low (F5)
Planning Partner: Cher Liu (F5)
Technical Director: Win Lau (F5)
Interactive Designer: Potato Zhang (F5)
Audience:
Know You Again-Baidu Ai Glasses For The Alzheimers Disease
Our audience strategy is 3-fold. To the managing committee of Alzheimer's Disease China, traditional medical practitioners (doctors) and Alzheimer's patients.
Strategy:
We approached officers at Alzheimer's Disease China to gather relevant data, symptoms and maladies of Alzheimers'. With learning from them, we approached Baidu with a plan to maximize their face and voice recognition technologies. Together with their engineers, we designed an artificial intelligence glasses that help to recognize facial contours and voice biometrics.
Synopsis:
China, has the highest number of Alzheimer's patients in the world - approx. 9 million and counting. People afflicted with the disease are made outcasts by society. However, they are still human beings with dignity that deserve our love and respect. How can we help them slow the progress of Alzheimer's while giving them the respect and dignity that they deserve?
Brief with projected outcomes:
All new medical products must be trialled by humans with different stages of Alzheimer's. To earn a recommendation by the relevant governing authorities, the product must have extensive field trial and a final approval of the patients themselves.
Outcome:
Till date, the system has a precision rate of 99.7%. It is still being constantly improved by the engineers at Baidu. However, our early successes earned the AI Glasses a recommended by Alzheimer’s Disease China for use by Chinese patients.
Execution:
We first designed a prototype of the glasses. It contains sensitive chips inside that connects to the deep convolutional neural network via deep learning method and massive data in the Baidu database. Through this model, the device can automatically detect the difference between different speaker-dependent characteristics from the acoustic feature and then extract speaker related representations. By connecting to the Baidu database, the system constantly updates itself with new data that is being fed into it. The first prototype was ready in March 2017 and was live-trialled with real Alzheimers' patients.
Campaign Description:
Baidu created glasses for Alzheimer’s patients to help them to recognize family members, pets and the people that matter most in their lives. The AI glasses use face and speaker recognition technology to identify faces and speech biometrics. The precision rate of face recognition is 99.77%.