The Long Day of Childhood TV campaign for Raguí by Barton F Graf 9000 created a song structure and a framework that was replicable across a wide range of scenarios. With hundreds of new songs, our brief was to create a seemingly magical experience for finding the perfect lyrics to match the visual assets used in the video-editing app. To avoid a text-driven, list-based selection process, a bespoke Natural Language Processing engine was built in Python. People's descriptions of the videos or images of their child's tough day were then parsed and analyzed to find the closest match.

Launch the campaign
Published
May 2013
Topics

The Story

The Long Day of Childhood TV campaign for Raguí by Barton F Graf 9000 created a song structure and a framework that was replicable across a wide range of scenarios. With hundreds of new songs, our brief was to create a seemingly magical experience for finding the perfect lyrics to match the visual assets used in the video-editing app. To avoid a text-driven, list-based selection process, a bespoke Natural Language Processing engine was built in Python. People's descriptions of the videos or images of their child's tough day were then parsed and analyzed to find the closest match.

Created in Python, our bespoke NLP engine would perform a a canonical breakdown of keywords in the description and return a custom lyric to create a magical music match. Descriptions that weren't hits were reported back to the agency so that Barton F. Graf 9000 could continue to create jingles to fill in the gaps. We were able to implement this workflow by architecting a custom video processing server that was able to deliver both the content and processing needed outside of the app. This resulted in a very fast client-side experience and an average encoding and delivery time under two minutes.

The Technology

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    Mobile

    Android

    iOS (with retina support)

    Custom SDK Extensions (iOS)

    Custom SDK Extensions (Android)

  •  

    Social

    Facebook

    Instagram

    Twitter

  •  

    Video

    YouTube

  •  

    Web/Apps

    Flash AIR

    Device media controllers

    Mechanical Turk (NLP Performance Optimization)

The Results

The native app was downloaded more than 450,000 times for iOS and Android, mostly by mothers. Video clips and images of their children created a deep and positive connection to the brand and an opportunity to create a personal piece of content just like what was seen in the campaign TV spots. By taking on the difficult task of building a language-processing engine instead of a select-from-list approach, the team delivered a magical songwriting experience in the spirit of the campaign — that a tough day of childhood deserves Ragú, whether that be a serving of Ragú or a custom video.

1

custom song written and recorded by agency for lead developer

10

team members working on this project

450K

Application Downloads

Launch Date Nov. 26, 2012