HUAWEI FACING EMOTIONS

TitleHUAWEI FACING EMOTIONS
BrandHUAWEI
Product/ServiceMATE 20 PRO PHONE
Category B02. Native & Built-in Feature Integration
Entrant DIGITAS POLAND Warsaw, POLAND
Idea Creation DIGITAS POLAND Warsaw, POLAND
Additional Company HUAWEI Warsaw, POLAND
Credits
Name Company Position
Patrycja Lukjanow Digitas Creative Director
Kamil Majewski Digitas Creative Director
Dorota Pakuła vel Rutka Digitas Art Director
Quentin Carenzo Digitas Copywriter
Szymon Peplinski Digitas Creative Technologist
Katarzyna Strachota Digitas Strategy
Izabella Rekowska Digitas Account service
Paulina Plucińska-Kędzia Digitas Designer
Joanna Carbol Digitas Account service
Weronika Siejkowska Digitas Designer
Olga Rukat Digitas Motion Designer
Paweł Samul Digitas Motion Designer
Katarzyna Kołakowska Digitas UX
Mariusz Czepiec Digitas Design Director
Marcin Filipowicz tank Director
Mateusz Skalski tank DOP Lighting Cameraman
Marta Gierej Digitas Agency Head of TV Production
Marcin Borkowski tank Producer
Sandra Zagórska tank Producer
Tomasz Bilecki Ztudio&Burza Sound Designer
Tomek Bujok Digitas Creative support
Ztudio&Burza Ztudio&Burza Ztudio&Burza Sound Studio
Matej Podobnik HUAWEI Huawei PR Director CEE&Nordic Regional Division
Ewelina Głocka HUAWEI Regional PR Manager
Milena Orłowska HUAWEI Huawei Regional Social Media Manager CEE&Nordic
Kamil Sikorski HUAWEI Huawei Regional Digital Director CEE&Nordic Region

Describe the creative idea

Huawei Facing emotions - An AI powered app that helps the blind and visually impaired 'see' emotions by translating them into sounds. Facing Emotions utilises the Huawei Mate20 Pro’s powerful AI and camera to translate key human facial emotions into short unique sounds. Making it possible for the blind and visually impaired to have a richer experience when speaking face to face with others. The app was released globally on the Google play store in 21 languages. The campaign was picked up in international media reaching over 36,6 million people and achieved over an 1,4 million dollars in earned media.

Describe the execution

The Facing Emotions project began with intensive research and development to create the AI based technology. The AI was taught to detect the emotion of the face of the person with whom a blind user is speaking to, and then translate this emotion into a simple language of sounds. Effectively allowing the blind and visually impaired to learn to ‘see’ emotions. 7 universal emotions: happiness, sadness, surprise, fear, contempt, anger, disgust were selected as the most used, most necessary and most universally understood among various cultures. The app design, flow and user experience we created in direct partnership with the blind community who worked closely with the development team to create an app intuitive to their needs. The creation of the 7 sounds that represented each of the emotions were co-created by a Polish blind composer Tomasz Bielinski. The sounds had to be simple, easy to remember and non-intrusive when heard during a conversation. Finally a special 3D printed phone holder that could be worn around the neck was developed to make using the app a seamless experience for the blind. Once the technology and app were complete, it was released on the Goggle play store in over 20 languages to be used on the Mate 20 Pro device. Huawei’s connected with several NGO Blind association to promote the app and give away 3D printed holders with which it could be used. A short form documentary film, as well as short form assets like Insta stories featuring 3 blind people from different parts of the world, were released in 22 countries in the Region. The film promoted the app and showed the touching moments in their lives where they wanted to be able to ‘see’ the emotion on the face of their loved ones which they could never experience before.