IMMORTALS

TitleIMMORTALS
BrandSBERBANK
Product/ServiceFINANCIAL SERVICES
Category A06. Data-technology
Entrant GOOD Moscow, RUSSIA
Idea Creation GOOD Moscow, RUSSIA
Media Placement DENTSU X Moscow, RUSSIA
Production GOOD Moscow, RUSSIA
Credits
Name Company Position
Grisha Sorokin GOOD Chief Creative Officer
Polina Zabrodskaya GOOD Creative Director

Why is this work relevant for Creative Data?

Sberbank believes that technology must preserve and multiply the cultural and financial wealth of Russian people. According to UNESCO, 98 indigenous languages in Russia will disappear in the next 50 years. Some of them have less than 10 native speakers. Most of them will leave no written literature behind. Project "Immortals" collected, analyzed and structured hundreds of hours of linguistic data to preserve extremely low-resource languages of indigenous tribes.

Background

Sberbank is the biggest and the most technologically advanced bank of Russia, with thousands of branches in the most remote parts of the country. Banks of this size have enormous technological power that serves to generate and preserve financial wealth. Sberbank believes that financial wealth without cultural is meaningless. This project used the bank's vast resources to preserve the endangered languages of Russia that would otherwise disappear without any trace in the next 50 years.

Describe the Creative idea / data solution (20% of vote)

We created an AI that has learned disappearing languages and can teach them back to people.

Describe the data driven strategy (30% of vote)

According to UNESCO, 98 indigenous languages in Russia will disappear in the next 50 years. Most of them will leave no written literature behind. To preserve these languages, we went to remote villages of Russia and recorded hundreds of hours of natives talking. Then we used this material to preserve the languages within the AI that allowed millions of Russians to interact with these languages for the first time.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

This project took two years in the making. We went to remote villages of Russia and recorded hundreds of hours of natives talking. A specially built AI analyzed this linguistic material to reveal the general patterns and logic of the language. Learning algorithms expanded the lexicon based on statistical translation approach. Once the correspondence system between Russian and the endangered language was created, the language was fully preserved within the AI and could be learned by anyone who speaks Russian in the future. That’s how Immortals appeared. On the 4th of November 2019, National Unity Day, Russia met the Immortals. A 1,5 min film has introduced the project during the news program on Russia's main channel. Russians could interact with the Immortals on a microsite and discover the unique worlds of Nganasans, Ingrians, and Ulchi.

List the data driven results (20% of vote)

Paid media has reached 35 million people. Social media, press, TV shows and news added 70 million people. The country kept talking about the disappearing languages for 9 weeks. Further funding was secured for several years to come. Rare specialized linguists have reached out to help teach the Immortals other disappearing languages. The core of the AI can be now used to save all 98 endangered languages. There’re hundreds of disappearing languages around the world. This AI can be used to preserve all of them.