Google AI / Canadian Down Syndrome Society - "Project Understood (130s)" by ANDY Awards 2020
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Google AI / Canadian Down Syndrome Society - "Project Understood (130s)"
This ad is part of the ACT Responsible Collection
- Brand: Google AI / Canadian Down Syndrome Society
- Country: Canada
- Advertiser: Google AI / Canadian Down Syndrome Society
| Title | Project Understood (130s) |
| Agency | FCB Canada |
| Campaign | Project Understood |
| Advertiser | Google AI / Canadian Down Syndrome Society |
| Brand | Google AI / Canadian Down Syndrome Society |
| Posted | April 2020 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Introducing Project Understood, a campaign that recruited the Down syndrome community to donate their voices to train Google’s speech recognition model to understand them. The more data collected the smarter the model gets – potentially improving speech recognition technology and making the world more accessible for the 78 million people with all forms of atypical speech. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad "Project Understood" by Google AI and Canadian Down Syndrome Society showcases an initiative to improve voice recognition technology for people with Down syndrome. It opens with everyday scenarios where voice-activated tech struggles to understand diverse speech patterns. Interviews with family members and experts underscore the importance of this project for independence and communication. The campaign involves the Down syndrome community donating their voices to train Google's AI model. With pleasing visuals and testimonials, the ad reiterates that increased participation will enhance global accessibility and inclusivity. Footage of a meeting at the United Nations highlights the project's international impact. |
| Chief Creative Officer | Nancy Crimi-Lamanna |
| Chief Creative Officer | Jeff Hilts |
| Worldwide Creative Partner EVP | Fred Levron |
| Associate Creative Director | Elma Karabegovic |
| Associate Creative Director | Michael Morelli |
| Associate Creative Director | Marty Hoefkes |
| Copywriter | Shannon McCarroll |
| Copywriter | Jason Soy |
| Chief Strategy Officer | Shelley Brown |
| Strategy Director | Eryn LeMesurier |
| Strategy Director | Shelagh Hartford |
| Strategy Coordinator | Audrey Zink |
| Managing Director | Tracy Little |
| Managing Director | Tim Welsh |
| Account Director | Blake Connolly |
| Account Supervisor | Olivia Selbie |
| Agency Producers | Sarah Michener |
| Agency Producers | Kristine Lippett |
| VP of Operations | Shandi Horovitch Horovitch |
| Project Manager | Cori Pettit |
| Product and Technology Solutions | John Sime |
| Head of Global Innovation | Kris Hoet |
| PR | Shannon Stephaniuk |
| Production Company | FuelContent |
| Director | Scott Drucker |
| Line Producer | Sarah Michener |
| Director of Photography (DOP) | Scott Drucker |
| Director of Photography (DOP) | Chet Tilokani |
| Cameraman | Scott Drucker |
| Cameraman | Chet Tilokani |
| Sound | Nicolas Field |
| Make-Up | Neil Silverman |
| Photographer | Cassidy Clemmer |
| Editing Company | Outsider Editorial |
| Editor | John Gallagher |
| Editor | Michael Barker |
| Assistant Editor | Scott Edwards |
| Executive Producer | Kristina Anzlinger |
| Transfer Facility | Alter Ego |
| Colorist | Eric Whipp |
| Online Facility | Alter Ego |
| VFX Artist | Eric Perrella |
| Alter Ego Producer | Caitlin Schooley-Groneveldt |
| Grayson Matthews | |
| Music Track Director | Mark Dominic |
| Vlad Nikolic | |
| Kelly McCluskey | |
| Speech Pathologist | Amanda Cotton |