Everyday Aussies react to Android Helper in Sony Interactive Entertainment campaign via Poem

Poem has launched its first work for Sony Interactive Entertainment Australia (SIE Aust) to celebrate the highly anticipated release of Detroit: Become Human, only on PS4.

A social experiment was conducted that shows everyday Aussies are distinctly wary when it comes to the potential introduction of android helpers in daily life. As the first tease phase of the experiment, a callout on Airtasker was published looking for someone to help test a ‘CyberLife Android’ that was picked up in media such as Gizmodo and nine.com.au.

VIEW THE SOCIAL EXPERIMENT

A realistic-looking Android was created and modelled on the in-game CyberLife Android protagonists designed by the game’s creators, Quantic Dream, and brought to life using a trained actor and prosthetics by internationally renowned and award-winning Australian special makeup effects studio, Make-Up Effects Group.

Genuine reactions from the public and their pooches were captured on video in response to the ‘Cyberlife Android’ completing simple tasks in two scenarios – walking the Airtasker winner’s dogs and ordering her a coffee.

Says Patrick Lagana, director of marketing, Sony Interactive Entertainment Australia: “The discussion about the role of AI in society, how we treat Androids in the near future and even if they should eventually have their own rights has really strong cultural currency to drive our PR & social efforts.

“Detroit: Become Human, for PS4, tackles many of these themes, so we loved the concept of posing a real-world scenario that explores how everyday Aussies might react to Androids participating in daily life activities.”

Says Matt Holmes, co-founder and executive creative director, Poem: “Our collaborative creative methodology really helped us finesse our initial concept with valuable builds and title insights from the Sony Interactive Entertainment Australia team.”

“It’s so exciting to work on PlayStation, one of the most coveted brands in the world with an incredible year of software and innovation news ahead. After some serious practice in the new office set-up, we’ll be ready to post the Poem PSN ID out there to take on all challengers!”

In addition to Sony Interactive Entertainment Australia, Poem has also added a further three new clients to its portfolio including, fractional property investment platform, BRICKX, recycling company, TOMRA, and the NSW Government Digital Communications roster, and made three new hires.

Says Rob Lowe, co-founder and managing director, Poem: “The business has really matured over the last year. Being independent, we can afford to invest more in our culture to retain staff and dedicate more time to ensure clients are better looked after. It’s led to almost zero staff churn and a longer-term view of client relationships.”