Cannes Lions

From Knowing to Understanding – War

TBWA\HELSINKI, Helsinki / HELSINGIN SANOMAT / 2018

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Overview

Description

Today, information is abundant – but understanding is sparse.

War 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 war 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 her smart phone. Things pass along well as long as she 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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