Tv Globo Digital, Case study Movido al respecto [image] by Globo Comunicacao Rio de Janeiro

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Movido al respecto [image]

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Globo Comunicacao Rio de Janeiro
Chief Creative Officer Sergio Valente
Creative Director Mariana Sa, Leandro Castilho
Art Director Alexandre Tommasi
Copywriter Marcelo Felicio, Monica Tommasi
Released January 2017

Awards

El Ojo Festival 2017
Innovación - Gran Ojo
Innovación Tecnología Oro
Creative Data Mejor Experiencia Con El Uso de Data Bronce

Credits & Description

Original Title: Movido al respecto
Agency: Globo Comunicação E Participações, Globo Tv
Brand: Globo Tv And Instituto Rodrigo Mendes
Country: Brazil
Entrant Company: Instituto Rodrigo Mendes, São Paulo
Advertising Agency: Globo Comunicação E Participações, Rio De Janeiro / Globo Tv, Rio De Janeiro
Media Agency: Globo Tv, Rio De Janeiro
Pr Agency: Globo Tv, Rio De Janeiro
Production Company: Ac Design, São Paulo / Globo P&D, Rio De Janeiro / Globo Tv, Rio De Janeiro / La Casa De La Madre, São Paulo
Art Director: Alexandre Tommasi (Globo Tv)
Copywriter: Monica Tommasi (Globo Tv)
Copywriter: Marcelo Felício (Globo Tv)
Creative Director: Mariana Sá (Globo Tv)
Chief Creative Officer: Sergio Valente (Globo Tv)
Creative Director: Leandro Castilho (Globo Tv)
Relevancy:
This project can inspire the new generation of interfaces between humans and machines. Tons of data provided by equipment, sensors and devices can push data scientists to develop new visions, interactions and creative work using this big data technology in order to recognize complex interactions, like human expressions, gestures, thoughts, feelings and vital signs. The most important thing of this project is the transforming power it carries. If we can provide more accurate detections and autonomy capabilities, we can help reducing physical limitations of disable people. And we can also help to change people's mindsets and attitudes to promote equality.
Synopsis:
Brazil has 45 million people with some disability. 53.8% are out of work market. Illiteracy rate amongst disabled people older than 15 is of 81.7% To transform this reality, it’s necessary to provoke a deep reflection and change people’s mindset when dealing with differences. How can capacities draw more attention than disabilities? How can we show that limits can be overtaken and also prejudices? We invited a quadriplegic to drive a race car with mind control. The car had a message all over it: #respect. The achievement is part of a campaign that combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of our driver: Rodrigo Mendes, a global leader of disability rights. It launched the website "Everything Begins for Respect" (respeito.globo.com), an initiative in partnership with the UN and NGOs to promote RESPECT.
Outcome:
- 89 million viewers were impacted on TV and Web.- The campaign promoted 317% traffic increase to Rodrigo Mendes Institute fanpage and 273% traffic increase to the website of Rodrigo Mendes Institute. - Our achievement was broadcasted during the opening of Formula 1 2017 season, by the most famous sportscaster in Brazil. - One of the videos about the project had more than 636.000 likes on facebook. - The project was featured in sports, entertainment and news programs on Globo TV, that covers 98% of all Brazilian cities, reaching 99.6% of the country's population. - It was also discussed on the Young Economic Global Leader Summit 2017 and World Economic Forum, besides important Social Responsibility events in Brazil. - It was discussed on Young Economic Global Leader Summit of 2017, World Economic Forum and it is already scheduled to figure in important events of innovation, technology and social responsibility, as well as universities fairs. - Volkswagen invited us to present our car in an auto show, focused on automotive innovations and mobility trends
Campaign Description:
To show that limits can be overcome and also prejudice, we challenged a global leader for disability-rights to be the first quadriplegic to drive a race car with mind control and spread our #Respect message. The car doesn’t have pedals or steering wheels. To enable Rodrigo to drive, we developed a hybrid technology combining EEG brain powered scanner, with steering algorithm and track mapping. Although it’s still impossible to precisely detect human thoughts, and EEG data processing is today a very primitive science, it’s already possible to estimate how our brain behaves when stimulated by specific thoughts of feelings. EEG sensors provide stimulus data that can be processed to detect those correlations using machine learning and deep learning techniques. Our car had all of its commands - steering, accelerator, brakes and gear control - automated by actuators controlled by an onboard computer. The EEG headset was used to read brain waves, detect specific thoughts and translate them into commands to the car. Frontal cameras were used to send images of the track to a lane keeping assistance, used to keep the car inside the limits of the track.
Strategy:
In order to retrieve more accurate data for this experience, our driver Rodrigo spent three months testing different types of thoughts. We asked Rodrigo to think about very specific sensations such as taste, vision and touch, to activate different areas of the brain. The systems had more precise detection, when he metalized 3 memories: himself watching a soccer goal, your hands holding the steering wheel of a bicycle and eating his favorite food. These were the three commands used by Rodrigo to accelerate the car, turn right and turn left. In order to keep the car safely on the track, image data from a front camera was used to feed a deep learning algorithm that provided lane keeping assistance to the car. Sensor data transmitted real time to the boxes by RF communication was used to feed interactive panels, giving the team a data driven visualization of the car and the pilot conditions. The achievement opened Formula 1 season and was a main featured in sports, entertainment and news programs. Our primary target was Formula 1 fans, who in Brazil reach 28 million people. Our secondary target, Brazilian society as a whole.
Media Strategy:
We presented high amount of indirect data, like brain waves captured by transducers, processed by systems that could transform thoughts into driving commands. This kind of complex interactions can only be addressed today by using state of the art technology and creative approaches to overcome limitations and achieve precision.We had 5.000m driven successfully in a car that provides an experience of driving by the thoughts of the pilot - a quadriplegic pilot. But this project is a brand new technology in the very beginning of its evolution. To provide this driving experience in an completely safe way, we had to built a car capable of handling and processing a variety of data: 14 channel EEG sensor data, track mapping from front camera image, telemetry data with steering position, speed, temperature and heart rate. Actuators controlled by an onboard computer automated all the commands of the car. For the security of the pilot, we also had more than 20 embedded control systems on the car and had to insert some constraints, like speed limiting and some fallbacks on the car control.