Cannes Lions

The Last Siberian Tiger

RICELEBRATE, Beijing / INTEL / 2019

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Case Film

Overview

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Overview

Background

According to statistics, in the past 40 years, the number of wild Siberian tigers in China has dropped from 151 to 24. In fact, as a carnivore, the Siberian tiger is at the top of the food chain and is an important indicator of the health of the entire biological system.

Idea

Intel China decided to team up with WWF & technical partner to create an end-to-end AI solution for wildlife monitoring, and donate to the reserve area in Jinlin Province. With AI, tiger monitoring is brought to a new era, saving unnecessary manual labor and time, tiger individual recognition can also be achieved, better help wildlife researchers with their eco-system analysis. The whole process is documented in videos and put on online video platforms such as Tencent video, bringing society's attention onto the endangered Siberian tigers, as well as influencing China's 2740 nature conservation areas.

Strategy

We cooperated with WWF and gained their professional guidance and support. At present, China's 2,740 conservation areas are still using older equipment, which still entirely rely on manual retrieve & analysis of data. By creating and donating Intel's AI solution to wildlife monitoring to one conservation area as a pilot project, we hope other protected areas will see the advantages of introducing AI to their work, thus driving the purchasers of nature reserves to upgrade their gears. Consequently, the continuous demand of equipment upgrade will also force the refining of Intel's AI solutions, thus advancing the whole wild field monitoring industry.

Execution

1. On July 29th, World Tiger Day, we announced the collaboration between Intel, WWF and China Tiger & Leopard Park, released a Campaign H5 "Uphill Scene in Changbai Mountain" on social platforms to acknowledge the public that our tigers are indeed getting endangered.

2. Together with our partner, Hikvision, we developed an AI infrared camera, which can achieve individual identification of the Siberian tiger; data is uploaded to the clouds by utilizing the target detection algorithm and context-aware computing capabilities, then analyzed and managed by Intel Xeon processor.

3. The first batch of AI cameras are installed in Heilongjiang Province in late October 2018 and the process is made into two documentary films. The films were first released at the Intel AI Conference on November 14th 2018, generating PR buzz.

Outcome

Besides raising public's awareness of the endangered circumstances of the Siberian Tigers, the result of this campaign was released at the AIDC in terms of PR: A total of 988 clippings were released and 100 percent of them tend to be positive tone. Among these coverage, 95 percent headlines mentioned Intel, 41 of them are original articles. Also, 100 percent of them had included “AI”, and they could be categorized into two directions: Intel, Use AI Solve Unsolvables (80%); Tech for Good (85%). For views, there are more than 110000 video views. Besides, WWF and nature reserves’ confidence index of the system has increased. Thus, the system will continue to be carried out in to business model.

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