New campaign for Baidu from F5 Shanghai features young boy obsessed with sign language

Chinese technology firm Baidu has launched a new campaign for its sign language translation app. Created by F5 Shanghai, the commercial tells the story of a young boy relentlessly practising sign language on everyone from his parents to the family dog to the mirror; even signing while half asleep – all in an attempt to communicate with a deaf-mute girl.

A note from F5 Shanghai said: “Now still in a limited-release stage, the app uses AI technology to translate text into sign language and then AR to help deaf-mute children understand these stories immediately. 

“Currently, the app is able to ‘translate’ hundreds of children’s books, helping some of the two  million deaf-mute children in China to enjoy these stories.

F5 Shanghai chief creative officer Adams Fan said: “The technology itself is cold, so the film should be warm. At the end of the day, all inventions must improve our quality of living. “Baidu’s sign language translation app is so smart that it drives the creative team to come up with a smart idea to make it viral. The film received millions of likes on Chinese social media, and that makes us happy.” 


Client: Baidu

Agency: F5 Shanghai

Chief Creative Officer: Adams Fan

Copywriter: Danny Low, Pan Gu


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