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Yournalist

basics
Industry: Media & Publishing
Media:Direct Market
Market:Spain
Style: Minimalism
descriptioncnen
Synopsis

Despite us seemingly having more access to information than ever before, it's getting harder to hear all the different sides of the story.Nowadays, the media has to be fast and this makes it very hard to check the news They are also part of big business groups with their own interest in mind. And we're getting our news from search engines and social networks, with algorithms created to display what we supposedly want to hear.
Strategy

EITB is a public communication medium traditionally associated to an autonomous community and positioned as a medium in constant search for the truth.We wanted to strengthen our position and broaden our range outside our traditional demographic target.And to demonstrate that in these times these are not just words, we created an app that is different to all other apps from other communication media. An app from a medium that didn’t want to be your only medium.YOURNALIST: The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. Without any ideological or geographical bias.
Relevancy

In times of misinformation, YOURNALIST is a tremendously useful tool by Eitb. The sound capturing (like Shazam) makes it useful and, for the brand, this converts to Yournalist as a perfect contact point with the general target, being able to become an app of frequent use for those who want to be informed. With the app, Eitb BREAKS THE GEOGRAPHICAL FRONTIERS OF THE CHANNEL ITSELF (associated with the Basque Country) AND DIRECTLY REACHES A POTENTIAL WORLDWIDE PUBLIC that otherwise would be economically impossible. Moreover, YOURNALIST WILL ESTABLISH DIRECT COMMUNICATION WITH USERS, enabling the evaluation and reporting of fake news.
Execution

Yournalist uses the latest advances in DEEP LEARNING. IT IS THE FIRST NEWS APP THAT CAPTURES SOUND that then using IBM WATSON, BY MEANS OF SENTIMENT ALGORITHMS APPLIED TO NATURAL LANGUAGE, processes it and identifies concepts, entities, people, and target sentiment, WHICH IT CONVERTS INTO KEYWORDS with percentages of relevance that are used TO LOOK FOR OTHER SIMILAR SOURCES that contain them. ONCE IDENTIFIED, IT MAKES AN INNOVATIVE SECOND READING OF DATA BY WATSON: it uses the tool for the opposite reason for which it was designed and, instead of similarities, TO FIND DIFFERENCES. IT THUS OBTAINS 6 NEWS ITEMS THAT ARE DIFFERENT FROM EACH OTHER, AND OBJECTIVELY, WITHOUT IDEOLOGICAL BIAS, ONLY DEGREES OF DIFFERENTIATION IN THE TREATMENT.
CampaignDescription

If lies have an increasing amount of tools, then the truth has to have them too.That´s we created yournalist.The first app that lets you check in real time, millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world.Without any ideological or geographical bias.It starts like Shazam. Aim your mobile towards your tv or radio when they are talking about a topic you are interested in. In real time, YOURNALIST sends it to Watson, an IBM software that, with a deep learning algorithm, selects the keywords to find just the news that matches yours. It then searches the millions of media that are talking about it and analyses them in watson again, but to do the exact opposite for what it was designed: to find the differences instead of the similarities and give you the 6 most widely-differing news articles.
Outcome

Reviewed positively in the main technology and general media outlets (4 stars in the magazine iCreate).The plus service is used today by more than 40 editorial teams around the world.EITB became the first independent and objective media outlet in spontaneous mention in the regions where it operates.83% of users use it as their prime source of information on their mobile, sent to more than 50,000 subscribers outside the Basque Country.Coverage in the main general media outlets.Second stage of funding to launch it globally.
credit
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Other credit:Entrant Company: THE CYRANOS//McCANN, Barcelona, Spain
Media Agency: THE CYRANOS//McCANN, Barcelona, SPAIN
PR Agency: THE CYRANOS//McCANN, Barcelona, SPAIN
Creative President, Leandro Raposo, The Cyranos // McCann
Production Manager, Alba Riart, The Cyranos // McCann
Head of Strategic Planning, Oriol Bombí, The Cyranos // McCann
Head of Account Services, Anna Gil, The Cyranos // McCann
Head of Client Services, Fernanda Pierri, The Cyranos // McCann
Office Manager, Natalia Chillon, The Cyranos // McCann
Agency Producer, Patrícia Franquesa Ruiz, The Cyranos // McCann
Technology Director, Xavi Tribó, Xavi's Lab / GLASSWORKS
App Developer, Joan Amat, Xavi's Lab / GLASSWORKS
Executive Producer, Olga Duerto, Oxigeno
Senior Developer, Raul Nieves Pardo, Xavi's Lab / GLASSWORKS
awards
The One Show 2018
Merit Direct Marketing
Digital / Websites & Mobile
The One Show 2018
Merit Direct Marketing
Craft / Data-Driven Personalization - Single or Campaign
Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
Data Driven Consumer Product
Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
Use of Real-time Data
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Media & Publications
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Media & Publications
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Data Storytelling
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Data-Technology
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Creative Data Collection & Research
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Excellence in Audience Engagement or Distribution Strategy for Branded Content
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Brand Experience: Mobile
Cannes Lions International Festival of Creativity 2017
Shortlist Innovation
Applied Innovation
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Mobile
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