This Cannes Future Lions winner uses Siri to make people safe in life-threatening situations

Project by Miami ad school students lets users have 'safe words'

By Ann-Christine Diaz. Published on Jun 18, 2018

Editor's Pick

Among the winners of this year's Future Lions at the Cannes International Festival of Creativity, is "Hush," a project by Miami ad school students that uses Apple's A.I. tech to help people who are in life-threatening situations.

The project, created by Junggle Kim, Chaeyeong Seo and Cristina Marquez Barreto of Miami Ad School Hamburg and Miami, uses Siri and Apple's A.I. tech to help people who are in life-threatening situations but are too afraid to call on their phone for help because they fear retaliation from their attackers. Users can discreetly speak a "safe word" that triggers Siri to call for help as well as inform authorities of details of the situation at hand.

See the video here, and head over to to read more about the Future Lions winners. A.I. and data were keystones of the winners of the Future Lions competition, which was hosted by AKQA Monday afternoon at the Debussy Theatre at the Palais des Festivals in Cannes.

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Jun 18, 2018

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