adobo magazine Issue 64 | Page 51

D N A H T L HEA S WE LN ES TITLE: PROJECT LITERACY AGENCY: FCB INFERNO CLIENT: PEARSON ON I T A V O IN N TITLE: GOOGLE DEEPMIND ALPHAGO AGENCY: GOOGLE DEEPMIND LONDON CLIENT: GOOGLE DEEPMIND TE D A R G E T IN TITLE: HOUSE OF CARDS – FU 2016 AGENCY: BBH NEW YORK CLIENT: NETFLIX 50 adobo magazine | July - August 2016 Project Literacy aims to tackle what Pearson calls the “global illiteracy crisis” which affects one in ten people worldwide. FCB Inferno was briefed to raise awareness of the severity and consequences of illiteracy and position it as an urgent global issue. Using the building blocks of reading and writing the ‘Alphabet of Illiteracy’ is a body of evidence suggesting illiteracy is the root cause of many global problems. A computing system that for the first time beat the best human player at Go, an ancient game that is much more complex than chess. The Artificial Intelligence system was developed in the U.K. by DeepMind, a company acquired by Google in 2014. Thanks to Donald Trump’s absurd antics, politics dominated the conversation in America like never before. Amidst this media frenzy, we saw an opportunity: to hijack the conversation to announce the return of a fictional president during a very real moment in American history.