The Marketing In Asia (M.I.A) team was intrigued when we heard about a unique innovation aimed at curbing illegal waste disposal in New Taipei City – the ‘GOD-IS-WATCHING’ Behaviour Recognition Detector.
Eager to understand how this innovative project uses artificial intelligence (AI) and holographic projection to prevent illicit littering, M.I.A reached out to the minds behind the concept. Kevin Yang, CEO and CCO at Leo Burnett Taiwan, and Felix Chang, one of the masterminds behind the technical implementation, graciously provided their insights.
Understanding the Workings of the ‘GOD-IS-WATCHING’ Behaviour Recognition Detector
According to Kevin, the detector employs motion sensors and AI deep learning to monitor garbage dumpers. Once the AI system, serving as the ‘brain’, identifies unauthorised dumping through the surveillance camera or ‘eyes’, it triggers a holographic God to remind people about the importance of proper waste disposal.
Incorporating Cutting-Edge Technology for an Effective Solution
Felix elaborated on the complexities of the technology behind the project. Our process involves the real-time analysis of footage captured by our camera, observing both human movements and interactions with objects, all enabled by computer vision. This footage is further scrutinised for spatial-temporal variations, utilising AI to translate each recorded action into text, such as “a man is throwing garbage.” For instance, a sequence of images could depict an individual holding an item before changing posture, indicated by knee bending, and then suddenly, the item vanishes – that’s our initial trigger. From there, we have the ability to revisit the footage, determining whether an item was present on the ground just a couple of seconds prior.
It is almost like a before and after comparison, or “spot the difference” game that we play, but everything has to be done in real-time, within seconds of occurring. The speed of processing and analysing is critical to success but is also the most challenging part. Thanks to 5G (high-speed transmission) and cloud computing (ultra-fast processing), this becomes possible and affordable nowadays.
Felix Chang
In order to construct a model that discerns various waste disposal actions, we leveraged the resourcefulness of YouTube, news segments, and CCTV recordings as our training materials. Our AI model was initially trained on an extensive set of 5,000 video clips, which encompassed thousands of annotated objects and visual interactions. After this initial training, we refined the model’s focus to exclusively detect actions associated with ‘throwing garbage.’ Here is a representative example:
Interestingly, the difficult part was not the holographic projection itself, but determining the right moment for activation.
Garnering Institutional Support: BaoXing Council’s Reaction
When Leo Burnett Taiwan and Digitas first approached BaoXing Council with their concept, there was initial skepticism. However, through diligent testing and eventual implementation, they demonstrated the effectiveness of the ‘GOD-IS-WATCHING’ Behaviour Recognition Detector, effectively winning the council’s approval.
Real-World Impact: A Significant Reduction in Illegal Waste
Upon the deployment of the innovative ‘GOD-IS-WATCHING’ Behaviour Recognition Detector, a significant transformation was observed in the waste management situation in BaoXing Council. The technology’s implementation led to a remarkable 73% decrease in illegal waste disposal activities within just three months, largely fueled by the conversation and curiosity it stimulated among residents. The BaoXing Council is highly appreciative of these positive outcomes, expressing strong interest in strengthening our partnership to expand the initiative’s reach. So, stay tuned! We are excited about the future and are hopeful that you will witness a lot more of our unique holographic deity working to maintain cleanliness in our cities.
Residents’ Feedback and Reaction to the Holographic God
On inquiring about the residents’ feedback, Felix shared that the innovative and humorous approach was generally well-received, with some even finding the depiction of Tudigong, the God of Land, quite endearing. A few residents, however, raised concerns about the detector activating at night, to which Felix responded humorously, saying that it would indeed scare the person, but also teach them a valuable lesson.
The Future of ‘GOD-IS-WATCHING’ Behaviour Recognition Detector: Expansion Plans
We are in talks to repeat the program later this year with New Taipei City. As for the representatives and council members, it gave them an idea of how creativity and technology can be used in their neighborhood, and how our industry can work closely with the local community to bring creativity into action.
Kevin Yang
Alignment with the Company’s Vision and Mission
In line with Leo Burnett’s commitment to creative technology, Kevin affirmed their intention to continue exploring creative solutions like the ‘GOD-IS-WATCHING’ Behaviour Recognition Detector. They see immense potential for creativity to improve local neighbourhoods, an endeavour they are excited to pursue in the future.
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The ‘GOD-IS-WATCHING’ Behaviour Recognition Detector serves as an innovative, albeit tongue-in-cheek, solution to an age-old problem. Leveraging the power of artificial intelligence and holography, this ingenious device reminds us that with a blend of technology, creativity, and community engagement, we can tackle the most daunting of challenges. This innovation is not just a step toward cleaner neighbourhoods, but also toward a sustainable future where technology and community go hand in hand.
Most people don’t dump with bad intentions, so creating a little holographic god was the silliest way we could think of to show BaoXing Council how creativity and technology can make our neighbourhoods better.
Kevin Yang
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