Cannes Lions

Billy the watcher

LEO BURNETT, Bogota / PONY MALTA / 2022

Awards:

3 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

OVERVIEW

Background

Video games have their own systems to ban players that do not follow the rules. This protects gamers from suffering bully harassments and also criminal acts. But these algorithms are based on common bad language or traditional criminal communications. The problem is that they are made for English and then translated to Spanish, and we all know that insults, bullying behaviors, and criminal acts use slang language that the algorithm cannot understand, not in English, even less in a language like Spanish. Just a simple example: Saying "default" to a player is a huge insult because they are discriminating against someone because he or she does not have money to buy things in the game and they play with the default game configuration. This gets even harder when some players bully others or are criminals, asking maybe for some photos or dangerous data info.

Idea

We created an algorithm that could learn all these kinds of conduct and could be connected with any game to make the ban systems more powerful and realistic. We also created a widget that parents can install on their devices and Billy the Watcher (bot) will inform them if something dangerous is happening. So for example, Free Fire can use our bot knowledge and connect this to their in-game chat, to identify more bullies, this also lets our bot continue learning and identifying more and more players with bad conduct protecting kids from bullying and criminals.

Strategy

Not simple. We discovered a huge pain. Kids are suffering more cyberbullying in games than they suffer in real life, and this affects them even more. Parents do not know what really happens in those games and cannot act in time, and in some cases, this ends in fatal circumstances. We needed to find a way to protect them better and make parents aware of these situations so they can help their kids when it is still possible.

Execution

We created an algorithm capable of learning slang language, identifying insults on a scale of from less dangerous to really hard insults, identifying criminal acts and many more.

The algorithm learns by being in real chats and with the collaboration of experts that teach the algorithm what intentions have different combinations of words. Then we contact huge game developers so they can connect their games to our algorithm to make their ban systems more powerful. Finally, we gave parents the option of installing a widget on the devices where their children play, connecting it to their WhatsApp, and receiving notifications when a case of hard bullying or a criminal act is detected. This takes parents to a platform where they can receive capacitation on how to deal with these acts and take care of their kids.

Outcome

Free Fire ally with us.

That's more than 80 million players that now play better and safer.

Our Bot had learned more than 20K new ways of bullying or criminal act conducts.

Parents had received more than 45K notifications.

We already know about one case that was detected on time that could end in a really bad way.

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