may 2022 - R/GA
Google Australia launched the Digital Futures Initiative (DFI) to help solve unique Australian problems through investing in infrastructure, research and partnerships. Their first project was an AI model that detects Crown-of-Thorns Starfish (COTS) on the Great Barrier Reef. COTS eat coral and the predator that typically controls COTS numbers has been overfished. This project is open AI, and so can be used anywhere in the world.
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THE ASK:
Use social media to raise awareness of this first DFI project and in turn help shift perceptions of how much Google is committed to giving back to Australia.
THE PROBLEM:
Cut through the noise, a lot of GBR content is shared on social, and it all looks the same, this needed to be different
THE TRUTH:
AI feels foreign and unknown, but the people driving it are real and familiar.
THE STRATEGY:
Present this AI project, the data and science, human-first, not innovation first.
THE DELIVERABLE:
A localised edit, supporting cutdowns (6” and 15”), GIFs and stills to grab attention.
