SAFETY SELFIE
| Title | SAFETY SELFIE |
| Brand | TOYOTA MOTOR ASIA PACIFIC |
| Product / Service | SAFETY CAMPAIGN |
| Category | A02. Creative Innovation |
| Entrant | DELPHYS SINGAPORE, SINGAPORE |
| Idea Creation | DELPHYS SINGAPORE, SINGAPORE |
| Idea Creation 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Media | DELPHYS SINGAPORE, SINGAPORE |
| PR | DELPHYS SINGAPORE, SINGAPORE |
Credits
| Name | Company | Position |
|---|---|---|
| Yasunori Nakajima | Delphys Hakuhodo International Pte. Ltd. | Account Manager |
| Yasunori Nakajima | Delphys Hakuhodo International Pte. Ltd. | Account Manager |
| Jo-anne Sng | Delphys Hakuhodo International Pte. Ltd. | Account Director |
| Ken Masumura | HAKUHODO Inc. | Creative Director |
| Tomomi Taira | HAKUHODO Inc. | Strategic Planning Director |
| So Nishio | HAKUHODO Inc. | Strategic Planner |
| Tomoya Ikeda | HAKUHODO i-studio Inc. | Art Director |
| Miho Oosaka | HAKUHODO i-studio Inc. | Designer |
| Junpei Kawasaki | HAKUHODO i-studio Inc. | Creative Technologist |
| Hideaki Tanaka | HAKUHODO i-studio Inc. | Technical Director |
| Taku Iwahashi | HAKUHODO i-studio Inc. | Technical Director / Programmer |
| Hiroshi Koi | HAKUHODO i-studio Inc. | Technical Consultant |
| Akihiko Kawasoe | HAKUHODO i-studio Inc. | Technical Director |
| Akihiro Chaya | HAKUHODO i-studio Inc. | Programmer |
| Toshihiko Shindo | HAKUHODO i-studio Inc. | Programmer |
| Yuta Hirakawa | HAKUHODO i-studio Inc. | Programmer |
| Takuya Asahida | HAKUHODO i-studio Inc. | Programmer |
| Tatsuya Furuta | HAKUHODO i-studio Inc. | Infrastructure Engineer |
| Takayuki Yoshihara | HAKUHODO i-studio Inc. | Project Manager & Producer |
| Toshihiko Yamasaki | Yamasaki Lab of The University of Tokyo | Associate Professor (Seatbelt Recognition Algorithm: Deep Learning) |
| Takuto Honma | Yamasaki Lab of The University of Tokyo | Bachelor (Seatbelt Recognition Algorithm: Deep Learning) |
The Campaign
People in developed countries have a habit of wearing seatbelts when they ride a car; however, many people in ASEAN countries do not have the habit, and the rate for the seatbelt wearness was very low. TOYOTA took initiative to raise the awareness for safety among ASEAN countries, and launched the campaign. As a part of the campaign we released the WORLD's FIRST seatbelt recognition app to encourage drivers and passengers to wear seatbelts. The last thing we wanted was to promote fear and scary consequences for not wearing the belt. In order to provide fun and positive experience to users, we decided to take advantage of selfie movement, which was very popular among ASEAN countries. So we decided to develop an app that when users take selfies with the seatbelt on, the picture will randomly have cheerful effects around the belt area, to create the safety habit.
Creative Execution
We ?ollaborated with Yamasaki Lab of The University of Tokyo to implement machine-learning and deep-learning technology to develop an original program that automatically detect the seatbelt by simply scanning a selfie taken by the app. With several app updates, the recognition rate reached to 95%. Once the seatbelt is recognized, the app applies cheerful photo effects (more than 1,000 variations) which motivates people to upload the photo on social media.
More than 20,000 selfies were taken with the app. App downloaded by people in 88 countries. More than 70% of seatbelt usage rate. (Based on Toyota original Web survey)
Because we invented an universal device that raises awareness for traffic safety to people in Asia and the rest of the world. Our attempt was to let people wear seatbelt without promoting any fear or scary consequences. Thus, we created the app, Seat Selfie, that detects seatbelts so that when users take pictures, users will have cute and fun effects around the seatbelt area on their selfies. To develop its image recognition system for the app, we implemented deep learning technology with the help of Tokyo University.