INTEL | CERTIFIED HUMAN | 2023
You Can Spot a Lie by Watching Blood Flow / INTEL "CERTIFIED HUMAN"
A technology that can expose a deepfake in an instant, just by looking at the blood flow in someone's face. Intel turned this into a real ad campaign.
The problem
AI experts had predicted that by 2026, nine out of ten pieces of online content would be synthetically generated. As trust in the authenticity of news, political, and entertainment footage began to waver, semiconductor maker Intel took on the challenge of proving what makes someone human.
The insight
In the B2B world, where spec battles are the norm, Intel chose to dig into a different question: what actually makes something look truly human? Rather than hunting for visual glitches, they zeroed in on something AI can't fake: the blood flow beneath the skin.
The idea
An algorithm called FakeCatcher works by detecting the subtle color changes caused by blood flowing beneath the skin of a person's face, judging in real time whether what you're seeing is real. Intel's own researchers appeared on camera, using a popular TikTok format to challenge viewers to guess which video was fake. The technology was also shared through multiple channels, including podcasts and live AMAs.
What happened
At Cannes Lions 2023, the campaign won five Lions in total, including a Gold in Creative B2B. It was shortlisted seven times across three categories: Brand Experience, Creative B2B, and Creative Data, making it one of the most-nominated entries from the United States.
Afterthought
It's such a cool move that an ad for semiconductors shows you blood flow instead of a chip. There's something satisfying about using AI itself to prove "this one's real" in an age when AI can fake anything. I love that this isn't just a tech explainer, it's really a story about protecting what we can still trust.
Awards
- Cannes Lions Gold 2023
