Feeding America and Leo Burnett Partnered to Create the Face of Hunger in America by Analyzing 1,000 People in Need
Relief group Feeding America recently partnered with creative agency Leo Burnett and Ad Council to create a new PSA. The new PSA was created to challenge people’s perception of hunger. They did this by creating an AI-generated face of Hunger in America. Feeding America created this face by analyzing 1,000 people in need in America.
Feeding America and Leo Burnett Partnered to Create the Face of Hunger in America by Analyzing 1,000 People in Need
The PSA from Feeding America and Leo Burnett was created to challenge people’s perceptions of hunger. They noticed people saw hunger as a problem faced by only those living on the streets or in underdeveloped countries. But the facts state that 37 million Americans or 1 in 8 American are suffering in Hunger. According to Feeding America, these people are the kinds of families you see around you each day. So to raise awareness and to change people’s perception Feeding America worked with Leo Burnett to create a virtual visage based on the faces of 1,000 hunger-afflicted Americans.
The photos used reflected the actual demographics seen in USDA food security data. They used visual effects tools to overlay that composite face onto a real person, engineering a passably realistic-looking spokeswoman for the issue. To create the face, the agency used a generative adversarial network, or GAN, a cutting-edge form of machine learning in which one neural network hones artificial images until another can no longer tell the difference between them and real-life photos
https://www.youtube.com/watch?v=Yhvy6P-sj2A
More on the Campaign from Feeding America and Leo Burnett
To help promote the campaign the organization plans to include television and radio spots as well as print, outdoor and digital ads. The ad spaced were made available through Ad Council’s network of media partners.
Feeding America and Leo Burnett
Leo Burnett Senior Art Director Daniel Jaramillo spoke about the campaign. He stated that they found that people tend to think of hunger in stereotypes. People usually have images of homeless or third-world countries. This is not the only reality because it affects 1 in 8 Americans. A fact they are trying to show with their campaign.
Catherine Davis, chief marketing and communications officer at Feeding America also spoke about the campaign. She talked about how for many people, hunger in America is invisible. She stated that they don’t know what it looks like or feels like. According to her, the PSA challenges people to see hunger in a different way by creating a lifelike portrait that represents the millions of real people who experience hunger.
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