Humans was returning to Channel 4 for series 3 and for each of the previous campaigns, we had tried to create something that felt unique and innovative to promote the show. This year would be no different. The massive increase of voice assistants in UK homes stood out for me as a brilliant opportunity to try and leverage this new and exciting technology as part of our campaign. The show is all about robotic assistants within the home, helping humans in their day to day and this is the first time in history people are actually going out and actively buying these kinds of devices so the connection between them and our show was perfect.
Working on partnership with ScreenMedia, we launched The Human Test. Using inspiration from the Myers Briggs test and the Turin Test, we developed a series of questions to work our whether users are Human or Synthetic. We promoted the test using a TV ad and radio announcements and users were able to take the test on their Amazon Alexa or Google Home devices. After the test, users were given their result and prompted to watch the return of Humans on Channel 4.
The Campaign had been nominated for a Campaign Big awards and is a finalist in multiple categories for The Lovie Awards.