FATAL RECOGNITION

Short List
TitleFATAL RECOGNITION
BrandTHE HONG KONG STROKE ASSOCIATION
Product / ServiceTHE HONG KONG STROKE ASSOCIATION
CategoryA10. Not-for-profit / Charity / Government
EntrantCHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Idea Creation CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Production MONSTER APP LTD Hong Kong, HONG KONG SAR

Credits

Name Company Position
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wilson Ang Cheil Worldwide Hong Kong Group Creative Director
Matthew Yuen Cheil Worldwide Hong Kong Creative Director
Max Fung Cheil Worldwide Hong Kong Associate Creative Director
Cherry Lo Cheil Worldwide Hong Kong Associate Creative Director
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wilson Ang Cheil Worldwide Hong Kong Group Creative Director
Molly Man Cheil Worldwide Hong Kong Copywriter
Max Fung Cheil Worldwide Hong Kong Associate Creative Director
Edmond Leung Cheil Worldwide Hong Kong Art Director
Sam Chow Cheil Worldwide Hong Kong Art Director
Matthew Yuen Cheil Worldwide Hong Kong Creative Director
Cherry Lo Cheil Worldwide Hong Kong Associate Creative Director

Background

A stroke can happen to anyone at any time. According to the World Health Organisation, someone has a stroke every 2 seconds. It claims the lives of over 6 million every year. Of those who survive, two-thirds are left with brain damage or permanent disability. Working with the national stroke organisation, our mission was to reduce the number of strokes through prevention.

Describe the creative idea

Fatal Recognition is a safety scan app that uses facial recognition technology to detect early warning signs of a potentially fatal stroke.

Describe the strategy

The key to safety is spotting the early warning signs. The most common warning sign of a stroke is face-drooping. But since some strokes are less severe than others, it’s incredibly hard for the human eye to detect. Our strategy was to make a difference using technology that’s already built into our phones—facial recognition.

Describe the execution

Working with the national stroke organisation, we created a safety scan app that uses facial recognition—technology that’s already built into our phones—to detect early warning signs of a potentially fatal stroke. The average person unlocks their phone 120 times a day (Source: Time Magazine). Now every time you scan to unlock, a computer algorithm detects for minute signs of face-drooping—signs that are unrecognisable to the human eye. If early warning signs are detected, you’ll receive an alert offering to call emergency services whilst alerting your preset emergency contact.

List the results

For the first time, potentially fatal strokes can be detected early by simply using your phone as you normally would. It’s an idea that won’t change your life, but it might just save it. At the time of writing, 37 emergency alerts have been triggered.

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