Cannes Lions

Billy The Bully Watcher

LEO BURNETT, Bogota / PONY MALTA / 2023

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Overview

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OVERVIEW

Background

Due to the cases of bullying that increase day by day, Pony Malta, the drink for gamers, decided to face this situation and become the ally that helps them enjoy what they like most without being afraid.

Idea

An artificial intelligence that identifies new language used by bullies in video games and alerts and educates parents in real time to avoid this menace.

We created the algorithm named Billy with the help of real gamers and donated it to the world as an open source so that all major video game platforms could install it on their servers and thus massify the fight against bullying worldwide.

Strategy

The audience is based of 2 targets:

Parents, where the objective is to educate them and teach them how to act wheter their child is a victim or a bully.

Gamers, restore the confidence they have lost in video games and more importantly, avoid people and actions that endanger their lives.

Execution

We created an algorithm that for 1 year managed to learn the new language of bullying in video games, this was implemented in different platforms. We taught parents to link their WhatsApp to the algorithm through a very simple platform, and that's how we were able to track in record time several cases of bullying.

We left the code open so that anyone in the world can use it.

The algorithm learns day by day and is growing.

Outcome

-The algorithm is now linked with Free Fire, protecting over 80 million players.

-And also, Twitch joined the fight. Making it an even more powerful machine learning tool.

- Over 9.000 parents have downloaded Billy.

- +750 possible cases reported.

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