Tencent Digital, Case study Faster Fashion [image] by FCB Shanghai

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Faster Fashion [image]

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Industry Internet Service Providers
Media Digital, Interactive & Mobile, Case study
Market China
Agency FCB Shanghai
Chief Creative Officer Fei Wei
Creative Director Simen Lv, Phianphon Sittichaidecha
Art Director Eming Wen
Released December 2016


Spikes Asia 2017
Digital Use Of Social Data & Insight Bronze Spike

Credits & Description

Client: Tencent Technology Ltd
Agency: Fcb Shanghai, China
Entrant: Fcb Shanghai, China
Idea Creation: Fcb Shanghai, China
Media Placement: Tencent Shanghai, China
Pr: Tencent Shanghai, China
Production: Fcb Shanghai, China
Production 2: Tencent Shanghai, China
Chief Creative Officer: Fei Wei (Fcb Greater China)
Creative Director: Phianphon Sittichaidecha (Fcb Greater China)
Creative Director: Simen Lv (Fcb Greater China)
Art Director: Eming Wen (Fcb Greater China)
Production Manager: Eric Yu (Fcb Greater China)
Producer: Jasmine Ruan (Fcb Greater China)
Corporate Vice President: Ross (Tencent Technology Ltd)
General Manager Of Corporate Marketing And Public Relations: Vincent H Li (Tencent Technology Ltd)
General Manager Of Youtu Lab: Simon Wu (Tencent Technology Ltd)
Technical Director: Gary Huang (Tencent Technology Ltd)
Pr Director: Tjtan (Tencent Technology Ltd)
Pr Director: Huntzhang (Tencent Technology Ltd)
Product Director: Doerliu (Tencent Technology Ltd)
Pr Manager: Cokayang (Tencent Technology Ltd)
Pr Manager: Linwan (Tencent Technology Ltd)
Pr Manager: Daisyyhuang (Tencent Technology Ltd)
Pr Manager: Nicholeyu (Tencent Technology Ltd)
Pr Manager: Ivanchzhang (Tencent Technology Ltd)
Engineer: Darwinli (Tencent Technology Ltd)
Engineer: Jerolinli (Tencent Technology Ltd)
Engineer: Anpingli (Tencent Technology Ltd)
Engineer: Nancyni (Tencent Technology Ltd)
Production Manager: Swordyang (Tencent Technology Ltd)
Describe the campaign/entry:
We develop an AI to identify fast rising fashion trend among
Chinese youth by aggregating and learning from live data on
Qzone: China's biggest youth social platform to design a collection
for them from the emerging trend.
Creative Execution:
Through facial recognition technology, Yong identified two billion photos of millennial users from the hundreds of billions of other photos with an age variance of not more than three years. Yong is able to distinguish users' clothing from a multitude of varied backgrounds with 95% accuracy. Yong then decodes these images into data, identifying the exact color, shape, and pattern of the emerging trend. With a matter of minutes, Yong then outputs his learning into a design. And a new collection of fashion concepts by Yong, emerges.
Inspired by Yong’s work, designer ZhangChi joins the team and reveals her creations at New York's fashion week. Over 000 articles from mainstream news to technology media and fashion magazines including Yahoo, China daily, Tech in Asia has covered it, create a total media value of 60 million. More the 45 top opinion leaders join in the discussion.
Four live streaming platform streamed the New York fashion show with over 2.4 million viewership and more than1million likes.
Fast fashion works by using people to identify the fast rising trends. The faster you are to market, the greater the opportunity to ride the trend before it dies. We developed our AI with the same aim.
The difference is that unlike humans, AI recognizes trends at the speed of live data. Tencent Qzone, the social network most popular among China's youth, receives more than 650 million photo uploads every day.
We want to leverage live data from Qzone and the advance technology of AI to catch the emerging trend and create a faster fashion for youth.