The Human Test uses Google Assistant and Amazon Alexa to work out if the user is a ‘synth’ (robot) or a human. And you’re curious. You want to give it a try, right? That’s what 4Creative is counting on.
4Creative has developed the test, a twist on the Turing test, that ascertains the intelligence of a robot, to promote Season of the sci-fi TV drama, Humans.
When you install the app you’re asked by their respective virtual assistant a series of questions inspired by the Turing Test, such as, “If a robot can feel, should it be granted human rights?” and “Think of the most memorable dream you’ve ever had. Describe how it felt in one word.”
Once you’ve taken the test, you’re users guided to a microsite designed to host human and synth profiles and a Series 3 trailer. If you find out that you are a synth, you will be sent a detailed description of your personality type, your model and what you’ve been designed to do. The website also houses more information on the National Synth Detection Unit, the fictional government department whose communications will underpin the wider marketing campaign around Season 3 of Humans.
Of course, the campaign is designed to trigger paranoia and suspicions about AI and synths in the real world – in a fun way, to create anticipation for the new run of Human.
“The rapid rise in voice assistant devices shows that people are willing to let A.I. into their family homes as part of their daily lives. These devices run on what could be seen as similar technology to the brains of the Synthetic Humans featured in the show, creating the perfect platform for our campaign, noted Christos Savvides, senior digital producer at 4Creative.
Executive creative director: Alice Tonge
Creative directors: Eoin McLaughlin & Sam Walker
Art director: Jim Chambers
Human Test creative: Josef Byrne
Senior producer: Fiona Wright
Business director: Jane English
Project manager: Olivia Emmerson
Senior digital producer: Christos Savvides
Digital producer: Lucy Ferguson
Digital production assistant: Kelly Lacroix
Digital project manager: Helen Otter
Design & animation: Pete&Tom
Human Test Voice Experience: Screenmedia
Website: Joi Polloi
Audio: Rich Martin @ Envy
Client: Channel 4 Marketing
Head of marketing: James Walker
Group marketing manager: Nic Moran
Marketing manager: Laura Woodcock