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.
The presentation piece, created by Contrapunto BBDO, 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. Watch below:
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As it turns out, Friend:DS and its test with real people are actually part of the #QueNadaNosSepare (Let nothing come between us) campaign for DOWN ESPAÑA.
The Friend:DS campaign celebrated World Down Syndrome Day and that aims to raise awareness about the barriers that we build every day as a society so as not to connect with those people who may have the most in common with us. As the piece says in closing: “If we have so many things in common, why do we let just one chromosome separate us?”
In the words of Mateo San Segundo, president of DOWN ESPAÑA: “People with Down syndrome want to be like everybody else in society. That also means socializing, having fun, making friends… Up to the ages of 12 or 13 everything goes well, they have friends at school, they get invited to parties… but there comes a time when a distance begins to appear, us parents begin to notice that our children don’t get calls like before, the excuses begin and you realize that they’re really suffering. This continues into adulthood. It seems that their only possibility is to socialise with other people with Down syndrome”.
As San Segundo explains, “it’s a vicious circle from which it’s very difficult to get out, and that’s why this campaign is so necessary, because we as a society need to reflect on what’s happening, and make room for everyone.”
The video can be viewed online in both its long version and as a 30” spot that will air on over 50 national, regional and local television channels that will broadcast the piece pro bono.
AGENCY: Contrapunto BBDO
- 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 and Marta de la Fuente
PRODUCTION COMPANY: Blur Films
- Directors: Marc Corominas and Gonzaga Echegaray
- Executive producer: Laia Vidal
- Producer: Olga Valiño
APP DEVELOPMENT: Glassworks