Cannes Lions

WILLBUM

BEACON/LEO BURNETT, Tokyo / NIKON / 2015

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Overview

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Credits

OVERVIEW

Description

Introducing the world-first photo album utilizing the visual-recognition technology. An album of emotions, designed to expand our life through photography. With the ability to actually influence and activate our future behavior, by utilizing data from photos with its original algorithm.

To transform photos, from memories of the past, into possibilities and discoveries of the future. Here is the future of photography.

Execution

WILLBUM leverages the latest in visual-recognition, by connecting to Google+, the world’s largest photography platform. Once you choose your personal photograph on Google+, the technology instantly recognizes objects on it to understand your emotion at the time. Then the photo starts connecting to other photos from your past on Google+, by recognizing objects in the images to identify photos with the same emotion. Finally, from numerous photos, it connects you to the most relevant photo taken by someone else on Google+, a person who shared the same emotion. To help you actually go to the location or create new relationships.

Outcome

With zero PR budget, WILLBUM instantly ignited interest from people around the world, especially on Google+. In the first 3 weeks after the launch, it attained more than 3,500,000 impressions on Google+, and more than 5,000 futures were born on WILLBUM to activate their futures.

However, this is just the beginning. Even now, new futures are being born, by recognizing objects and connecting shared human emotions.