Let nothing come between us

Agency Network: 
Published/Aired: 
March 2021

Description

Friend:DS is the first application with artificial intelligence that, thanks to its analysis of language and writing cadence, connects people with the same affinities. In a test, volunteers verified that the application was 99% effective.

The application, developed by Glassworks, arose from a premise: one of the most popular ways of meeting people today is through applications, where outside appearance seems to be more important than what’s inside a person. This is why Friend:DS is an application where you cannot see the person you are talking to at any time. According to Eva Crespo, creative director of the project, “it’s an application, but it would almost be better to call it an experiment. The idea was to create an application capable of making us connect in a more human, more intimate way. To put aside labels and prejudices, and meet people who, for one reason or another, we would never have met”.

The presentation piece is a video in which several participants can be seen exchanging instant messages with other people. After several hours of blind conversation and establishing an obvious connection, the volunteers end up meeting their interlocutors in person and discover that their matches are people with Down syndrome. People with whom they have 99% of things in common, except for one: the chromosome that separates them.

Integrated advertisement created by BBDO, Spain for Down España, within the category: Public Interest, NGO.

Advertising Agency: Contrapunto BBDO, Spain
Executive creative director: Tomás Ferrándiz
Creative director: Eva Crespo
Art director: Alba Da Virgi
Copywriter: Alba Jordan
Director of strategy and communication: Bibiana Del Alcázar
Account supervisor: Bryan Chamadoira
Account executive: Júlia Xifra
Down España team: Beatriz Prieto, Marta de la Fuente
Production house: Blur Films
Directors: Marc Corominas, Gonzaga Echegaray
Executive producer: Laia Vidal
Producer: Olga Valiño
App development and postproduction: Glassworks
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