Cannes Lions

From Knowing to Understanding – Inequality

TBWA\HELSINKI, Helsinki / HELSINGIN SANOMAT / 2018

Film
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Today, information is abundant – but understanding is sparse.

Inequality is easy to define. Iris, Alexa, online dictionaries and any mediocre artificial intelligence will perform the task without difficulty.

However, there are some things that artificial intelligence cannot explain. It cannot convey how inequality feels, because explaining that requires empathy and humane understanding. Conveying these things is what Helsingin Sanomat does.

We dramatized this thought with a film, where a person is trying to acquire information from the voice recognizing AI of his smart phone. Things pass along well as long as he asks for definitions that are data-based or can be found in a dictionary. But when the user wants to gain a deeper understanding of the topic, things become more complicated.

Empathy cannot be generated with something as inhumane as data, and understanding requires more than just information.

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