Bringing ancient Chinese characters back to life thanks to Google TensorFlow

Responsibilities

• ROLE: Experiential Lead / Creative Technologist

• CLIENT: Google Arts & Culture

• PRODUCTION: MediaMonks

Awards

FWA OF THE DAY
FWA OF THE MONTH – March 2020
Adweek’s Global Experiential Award
Phoenix Tree Award – Bronze
Ads of the World – March 2020
Branding.news – April 2020

The work

The main goal of this campaign was to promote Chinese traditional arts & culture through innovative Google technology.

Google has developed an incredible machine-learning platform, TensorFlow, but the applications of it are so wide that it is difficult for Google to communicate on all the different potential uses to all different types of customers.

The challenge was, how can we make a wide audience understand potential uses of TensorFlow machine learning technology?

The goal was to find a way to use the technology through a medium that would resonate with a wide audience.

Together with the Google’s Arts & Culture team, we identified Oracle Bone Script (ancient form of Chinese characters) as an exciting venue to promote TensorFlow’s impressive image recognition capabilities, creating a deep connection between the people coming to the experience and their own ancient culture.

By creating an interactive installation that highlights how this technology works, it made it easy for a wider audience to understand the inner workings of it and easier for Google to sell.

Overall, the event and experience had great results, including:

• Over 4,000 developers attended the event

• 2,000+ participants at the booth

• Google WeChat: 12k+ views

• BiliBili livestream: 2.5m+ views

• Blog posts generating 140k+ views