According to a new campaign from BaoXing Council in New Taipei City, it’s a drag taking out the garbage in Taiwan. People have to queue in a designated area and wait for a garbage truck to arrive.
If you’re late and miss the truck, you’ll either have to take your garbage home or ditch it when no one’s watching, making littering a serious problem.
To address this issue for BaoXing Council in New Taipei City, in collaboration with Leo Burnett Taiwan and Digitas Taiwan, developed the GOD-IS-WATCHING Behaviour Recognition Detector – an AI-powered device that detects rubbish dumpers and projects a holographic God, reminding people to dispose of their waste correctly.
There are hundreds of Gods in Taoism, but the God that’s manifested by the GOD-IS-WATCHING Behaviour Recognition Detector is modeled on Tudigong, the God of Land – making him the ideal choice, says the campaign, stern yet friendly, to remind people not to dump their garbage illegally.
“Most people don’t dump with bad intentions, so creating a little holographic god was the silliest way we could think of to show BaoXing Council how creativity and technology can make our neighborhoods better,” said Kevin Yang, CEO and CCO at Leo Burnett Taiwan.
After two months of planning and testing the GOD-IS-WATCHING Behaviour Recognition Detector, Leo Burnett and Digitas Taiwan launched a pilot program. Within three months, it garnered so much attention that illegal waste dropped by 73%.
They are now looking to roll out this technology to more neighbourhoods in New Taipei City in future.
Brand: BaoXing Council, Xindian District Office – New Taipei City
Agency: Leo Burnett Taiwan & Digitas Taiwan
Chief Creative Officer: Kevin Yang
Creative Director: Eki Lee
Associate Creative Director: Jenny Hsu
Art Director: Ego Chiang
Copywriter: Eki Lee
Agency producer: Evans Kao
Creative Technologist: Cathy Wu
Technical Director: Felix Chang
Animator Special Effects: Justin Chen