ADVERTISING

HSBC

Faces of Fraud

Agency: Wunderman Thompson

Description

With trillions of dollars stolen every year by sophisticated fraudsters, Wunderman Thompson have created a global fraud prevention campaign (for HSBC) to educate the public about the tactic’s fraudsters use to scam them.

Fraud is a growing problem, with global losses from payment fraud expected to hit £40.6 billion by 2027, a 25% increase from 2020 levels. In a world’s first, ‘The Faces of Fraud’ campaign uses a pioneering AI that can identify characteristics, such as gender, ethnicity, weight and age to predict what a fraudster’s face might look like based on voice data.

Wunderman Thompson worked together with Carnegie Mellon University, to feed in voice recordings of actual fraudsters into the ‘voice to face’ neural network to generate face composites that predict facial features based on the speaker’s unique ‘audible DNA’.

The predicted faces of the fraudsters informed the creation of various digital humans using Epic Game’s Unreal engine creation platform ‘Metahumans’. Wunderman Thompson then brought these digital ‘fraudsters’ to life using motion capture.

The ‘faces of fraud’ share their fraud tricks with the public in a series of on-line tutorials which finally put a face to a faceless crime, from romance to investment fraud.

This professional campaign titled 'Faces of Fraud' was published in United Kingdom in November, 2022. It was created for the brand: HSBC, by ad agency: Wunderman Thompson. This Integrated medium campaign is related to the Finance and Public Interest, NGO industries and contains 1 media asset. It was submitted 3 months ago.

Credits

Global Chief Creative Officer: Bas Korsten
Chief Creative Officer: Steve Aldridge
Executive Creative Director: Tom Drew
Global Creative Director: Carl Lundqvist
Creative Director and Copywriter: Jason Berry
Dr. Yandong Wen, Carnegie Mellon University
Prof. Rita Singh, Carnegie Mellon University
Copywriter: Josh Baggott
Art Director: Sam Huckle
Senior Account Director: Tim Manners
Account Director: Madeleine Webb
Strategy Director: Pierce Calnan
Senior Creative Technologist: Jono Hunt
Executive Producer: Bella Danon
Production Director: Leanne Page
Production Director: James Wilson
Designer: Sandra Hiralal
Editor: Precious Salazar
Editor: Deri Watt
Integrated Programme Director: Julian Poole

ADVERTISING

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