Radio and Audio > Innovation in Radio & Audio

OK, BABCIA.

McCANN POLAND, Warsaw / MASTERCARD / 2021

Awards:

Shortlisted Cannes Lions
CampaignCampaign(opens in a new tab)
MP3 Original Language
Demo Film

Overview

Credits

Overview

Write a short summary of what happens in the radio or audio work.

The users of voice assistance applications are used to connect only with bot.

We hacked Google Voice Assistant, so when the users used a specific phrase they were connected in real time with one of our Grannies. This gave an unique experience of talking and being connected with real human beings, within voice assistance applications instead of a digital bot voice.

Translation. Provide a full English translation of any audio.

This is a recreation of actual conversation between unknown Voice Assistant user and one of our Grannies. Due to GDPR law, we can’t provide any real recordings.

- I know but I thought you do bigos from cooked cabbage, not Sauerkraut

- No, you cook the Sauerkraut my dear

Cultural / Context information for the jury

Traditional recipes of Polish cuisine are an important and vanishing part of our cultural heritage. Their main transmitters are the elderly, especially our Grandmothers, who for centuries collected them and passed them on from generation to generation. In the era of a rapidly changing world, the Internet and the pandemic, we wanted to recall the most important treasures of Polish culinary knowledge in our culture and save it from oblivion, while highlighting the problem of loneliness of the elderly and their quiet disappearance from our society.

Please outline the innovative elements of the work

Users of Google Voice Assistant are used to connecting and talking to a soulless bot.

We decide to change it and make users a surprise within the application and increase engagement. While using the bot within Google Voice Assistant application, after saying a special command, the bot redirects users to one of Granny from our culinary community.

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