Most campaigns today tend to spotlight the technology itself. PEDIGREE® takes a different route.

With the launch of melhoramigo.ai, the brand shifts attention from what AI can do to what actually matters. The platform is designed to encourage responsible dog adoption in Brazil, while reinforcing the idea that genuine companionship cannot be replicated.

This Dog Adoption Campaign Brazil initiative focuses on helping people find the right companionship through technology.
 

 

A Teaser Campaign That Felt Like a Tech Launch

The rollout began quietly, with a series of unbranded placements across São Paulo. Minimal black and white visuals carried a simple promise: an AI that could help you find a friend.

Without any brand attribution, the campaign created curiosity. It looked like another AI product entering the market, which made people pause and question it.

Brazilian creator Felca added momentum by reacting to the idea of AI-based friendship, opening up a broader conversation around loneliness, technology, and human connection. This early phase helped position the campaign within a cultural context rather than just a marketing effort.
 

 

The Reveal: AI as a Tool for Real Connection

Once PEDIGREE® revealed itself, the message became clear. AI is not the solution to companionship. It can, however, help people find it.

The platform melhoramigo.ai is designed to connect users with dogs available for adoption through nearby shelters and NGOs. The idea sits at the intersection of AI in pet adoption and human-animal relationships, making the technology useful without letting it take over the story.

Dog Adoption Campaign Brazil: How melhoramigo.ai Supports Responsible Dog Adoption

The platform goes beyond simple listings. It introduces a more thoughtful approach to adoption.

Users interact with a conversational interface that asks questions about their lifestyle, preferences, and expectations. Based on these responses, the system suggests dogs that are more likely to be a good fit.

Key aspects of the platform include:

• AI-powered dog matching based on personality and lifestyle
• Integration with local NGOs and shelters to promote real adoption
• Guided experience that encourages responsible decisions
• Focus on long-term compatibility, not impulse adoption

This approach aligns with growing conversations around ethical pet adoption and the importance of making informed choices when bringing an animal into a home.
 

 

 

The Insight Behind the Campaign

Created by AlmapBBDO, the campaign builds on a simple but relevant observation. As AI becomes more present in everyday life, it is often positioned as a replacement for human interaction. This idea is carried across digital and social platforms, building strong visibility across São Paulo.

This work takes a step back and questions that idea.

Instead of positioning AI as a substitute for companionship, PEDIGREE® uses it to highlight the value of real relationships. The contrast between artificial interaction and the emotional reality of living with a dog becomes the core of the campaign.

Why the Campaign Stands Out

Several elements make this Dog Adoption Campaign Brazil worth noting within the broader landscape of AI-driven marketing campaigns.

It shifts the role of AI
The technology supports the idea instead of dominating it.

It connects with a real-world issue
Dog adoption in Brazil remains a significant challenge, and the platform addresses it in a practical way.

It builds on brand credibility
PEDIGREE® has a long-standing association with adoption initiatives, which gives the campaign authenticity.

It uses culture, not just media
The involvement of Felca and the teaser phase helped the campaign feel part of a larger conversation rather than a standalone ad.

A Campaign Rooted in Purpose

At its core, this is not just about launching a platform. It is about reinforcing the importance of human-animal bonds at a time when digital interactions are becoming more common.

By combining AI technology with dog adoption initiatives, PEDIGREE® manages to stay relevant while remaining true to its purpose.

Final Take

The strength of melhoramigo.ai lies in its restraint. It uses AI in a way that feels practical and grounded, without overstating its role. In doing so, it redirects attention to something far more meaningful. Real companionship, built through everyday moments between people and their pets.

This Dog Adoption Campaign Brazil shows how technology can support real connection in a meaningful way.

For a campaign that starts by talking about artificial intelligence, it ends up making a strong case for something entirely human.

See more creative digital campaigns.

Credits
Agency: AlmapBBDO
Campaign: Melhor Amigo AI
Client: Mars
Product: Pedigree
Campaign: Dog Adoption Campaign Brazil

President & CEO: Filipe Bartholomeu
Chief Creative Officer (CCO): Pernil
Creative Vice Presidents: Fernando Duarte and Henrique Del Lama
Creative Team: Daniel Trimer, Gus Souza, and Guto Merino
Audiovisual Production: Diego Villas Boas, Victor Alloza, and Camila Graf
Chief Operating Officer (COO): Rafaela Alves
Account Management: Camilla Massari, Fernanda Portugal, Julia Marques, and Cynthia Bertoli
Chief Strategy Officer (CSO): João Gabriel Fernandes
Strategy: David Gross, Isabella Ayub, and Najara Bartolo
Special Projects: Julia Newman and Marilia Alves
Digital Production: Lilian Cavallini, Juliana Sousa, and Benext.ai
Art Buyers: Tereza Setti and Flávia Padrão
Client Approval: Natalia Ball, Chris Rodi, Ignacio Inda, Arren Beach, Ricardo Marinho, Clara Barin, Marina Moresco, Nathália de Angelis
PR: AlmapBBDO and Giusti

PR Agency: Weber Shandwick
Consumer Vice President: Laura Chiavenato
Senior Manager: Ariane Oliveira
Senior Account Executives: Ana Sciena and Natalia Iponema
Intern: Lais Gomes

Content & Media Agency: DPZ
Business & Projects: Isabel Rudge, Nathalia Ferreira, and Melina Busato
Content: Mariana Hasselman, Julia Cortizo, and Gabriela Passos
Media: Marcel Santos, Pedro Cunha, Rodrigo Ferreira, Thiago Bronel, and Isabela Tavares
Business Intelligence: Erica Nakamura, Bruna Monteiro, Matheus Severino, and Rafaela Alves

Influencer Agency: BR Media
Commercial: Paulo Fabricio, Andre Felix, and Pedro Perassoli
Planning: Pedro Dorta and Samira Chain
Account Management: Nicole Iasbech and Thais Vilanova
Business Development: Ana Shinyashiki

Illustrations
Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Planning: Le Alves, Beatriz Perrote, and Tommy Martins
Account Management: Camila Holzmann
Production: Laryssa Andrade and Felipe Ribs
Illustrators: Leandro Dexter and Leo Soares
Lettering: Ribeiro

AMPARA
President & Founder: Juliana Camargo
Co-founder & Executive Director: Raquel Facuri
Pedigree Program Manager (“Adotar é Tudo de Bom”): Luana Paola

Production Company: THE YOUTH
Executive Direction: Carol Cherobim, Eduardo Lubiazi, João Machado, and Yuri Maranhão
Executive Production: Carol Cherobim and Chico Pedreira
Account Management: Carol Cherobim, Camila Pires, and Lu Krasa
Production Coordination: Carol Cherobim and Stefanie Korb
Finance: Iza Lubiazi and Thiago Duarte
Directors: Vinicius Kluge and Janaína da Veiga
Assistant Director: Milton Gonçalves de Oliveira Filho
Director of Photography: Johann Stollmeier
Art Direction: André Gosmma
Casting: Renata Sheidt
Main Cast: Iamni Reche Bezerra, with pets Lucho Guida and Matilda
Supporting Cast: Danielly Francis Luchi Vieira and Duda; Rafaela Volpi Pedroso Gomes and Maria; Giulia and Luana Giovanella and Princesa; Amanda Caldas Pereira and Mole; Giulia Raffaela Bittencourt and Nala; Giovanna Duarte and Stella; Carolina Vieira Lowry and Tadeu Francisco; Camila de Brito Reynaldo and Rogerinho; Christian de Paula dos Santos and Doly; and Rosyane Mayre Pimenta Natal with Caramelo.
Production Director: Adri Lyra
Production Assistant: Mateus Martins
Production Runner: Camila Jaine Ferreira
Location Production: Daniane Almeida
Props: Rodrigo Bernardi
Wardrobe: Taciane Biehl Duarte
Makeup: Eliane Aptz
Catering: Laiz Roche and Kellyn Lino
1st AC: Rodrigo Gonçalo Fernandes de Jesus (Briza)
2nd AC: Adriano Santos Araujo
Video Assist: Carlos Eduardo Puchivailo
Head Electrician: Ricardo Pirolla
Electric Assistants: Leonardo Vinicius Vendrame Cichon and Matheus Henrique Alves de Oliveira
Key Grip: Flavio Romão dos Santos
Grip Assistant: Cleverson Gomes de Castro
Logger: Germano Carvalho Faria
On-set Veterinarian: Giulia Distefano
Animal Trainer: Adriana Gandolfi
Drivers: Carlos Alberto Dias and Roosevelt David Haidinger

Post-Production: COLOSSAL
Executive Post Producer: Dan Maia
Producer: Amanda de Oliveira and Mauricio “Kazu” Yamashita
Project Management: Amanda de Oliveira
Post-Production Coordinator: Nicole Lia Rêgo da Silva
Assistant Post Coordinator: Eduardo Harger
Finishing: Luciana Lima de Paula and Ricardo Jug
Editing: Henrique José and Luciana Lima de Paula
Designers: Eduardo Soldatti, Henrique Rocha, Bruno Guterres, and “Xinoby” Alexander Mojavi Dias
Additional Designers: Nuria Lima and Paulo Vaz
Motion Graphics: Scarnno, André “Ruivo” Alves Franco, Caique Moretto Lins Bezerra, Marcos Rigobello, Jhony Schimidt, Gabriel Rocha, and Guilherme Diniz
Color Grading: Johann Stollmeier
In Memoriam: Meg

Audio Production: Raw Audio
Music Direction: Hilton Raw
Music Production: Hilton Raw, Will Sebastião, Fernando Forni, Ricardo Pinda, and Rogerinho Pereira
Sound Design & Mix: Enrico Maccio and Philip Braunstein
Executive Producer: Carol Peternelli
Coordination: Robério Barbosa

This campaign is about:
dog adoption campaigns, pet care advertising, animal welfare campaigns, AI in advertising campaigns, PEDIGREE® Adoption Program, Best Friend AI, Dog Adoption Campaign Brazil

The campaign emphasizes Samsung’s vision of a future where homes are not just connected but also intuitive, adaptive, and designed to give people more time for what truly matters.

The Future of Smart Living with Samsung AI Home

At the heart of the campaign lies SmartThings, Samsung’s global connected living platform that allows users to control all their smart home devices in one place. When combined with AI Home, this ecosystem goes beyond simple automation. It anticipates needs, makes everyday tasks easier, and provides convenience often without users having to lift a finger.

Instead of relying on users to manually manage multiple devices, Samsung AI Home powered by SmartThings allows the home to operate autonomously. From switching off lights and closing blinds to running the washing machine, robot vacuum, or TV, the system streamlines household routines so families can focus on enjoying quality time together.

A Creative Campaign That Puts People First

The campaign was created in collaboration with Cheil, Samsung’s long-time creative partner. At its core is a beautifully crafted main film told from the perspective of an unexpected narrator. The narrative focuses on a family enjoying uninterrupted moments together—an illustration of how AI Home helps reduce stress by handling the little tasks in the background.

Tal Shub, Global Executive Creative Director at Cheil, summed up the vision perfectly:
“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more.”

A 360-Degree Global Rollout

To ensure the campaign resonates worldwide, Samsung and Cheil developed a 360-degree strategy. This includes:

• Global TV Commercials (TVCs) showcasing AI Home in action.
• Digital out-of-home (OOH) advertising across landmark locations such as Piccadilly Circus in London and Times Square in New York.
• Samsung’s owned digital channels, ensuring consistent storytelling across touchpoints.
• Key visuals and single-minded films highlighting specific value pillars of the AI Home experience.

This wide-reaching rollout ensures that audiences across the globe not only learn about the technology but also connect emotionally with the idea of a home that adapts to them.

Why This Campaign Matters

In an era where smart home devices are becoming increasingly common, Samsung’s campaign takes the conversation a step further. It’s not just about gadgets—it’s about creating a lifestyle where technology works invisibly in the background. By marrying SmartThings with AI Home, Samsung positions itself as a leader in redefining what “smart living” means.

Final Thoughts

With “SmartThings Meets AI Home,” Samsung has launched more than a marketing campaign—it has shared a vision for the future of connected living. By combining automation, intelligence, and human-centered design, Samsung highlights how homes can become truly adaptive, freeing up time for what people value most.

As this campaign rolls out globally, it reinforces Samsung’s role in shaping the next chapter of AI-powered smart homes—a chapter where convenience, efficiency, and quality time take center stage.

Credits
Campaign Title: SmartThings meets AI Home
Client: Samsung Electronics
Creative Agency: Cheil

This campaign is about:
Artificial Intelligence, AI, IFA, Smart Home, SmartThings, Samsung Campaigns, Samsung AI Home, AI Home, Samsung SmartThings, Samsung Smart Home Innovations, AI-Powered Smart Home, Advertising Strategy, Smart Home Devices, AI Home Automation, Future of Connected Living, Smart Living Technology

What’s New in ChatGPT‑5?

Unified and Dynamic Reasoning
ChatGPT‑5 introduces a smart routing system—a dynamic mechanism that intuitively decides when to deliver quick answers versus deeper, structured reasoning. This blend of speed and intelligence delivers the best of both worlds, without the user having to choose between different model types.

Multi‑Variant Tiers: Mini, Nano, Pro

OpenAI now offers tailored options:

• GPT‑5 (standard) for general use,
• GPT‑5 mini for lightweight, quick tasks,
• GPT‑5 nano for ultra‑efficient, cost‑sensitive operations (mostly via API), and GPT‑5 Pro for extended reasoning and complex problem-solving.

Excellence Across Domains

ChatGPT‑5 delivers standout performance in multiple areas:

• Coding: Builds front-end UI, games, and fully functional apps from minimal prompts.
• Creative Writing: Crafts evocative poetry and strong narrative voices with nuance and depth.
• Health: Excels in health-related queries using proactive, context-aware support without replacing professional advice.

The model also scored top marks across benchmarks in math, visual perception, and real-world coding tasks.

More Accurate, Honest, and Safe

Compared to GPT‑4o and earlier versions, GPT‑5 reduces hallucination by up to 80%, offers clearer communication of limitations, and employs a safer, “safe completions” framework to manage sensitive queries.

It also addresses over‑flattering behavior by dialing back sycophancy from 14.5% to under 6%.

Enterprise Integration & Global Strategy

GPT‑5 is the new default across ChatGPT usage tiers—from Free to Enterprise—rolling out gradually to users worldwide. Pro users unlock full unlimited access plus GPT‑5 Pro.
Microsoft is integrating GPT‑5 into its ecosystem like Copilot and Azure, while reports suggest Apple will soon embed it within Apple Intelligence.

Community Reactions: Mixed Reviews Come In

While the launch is hailed by many as a milestone, feedback isn’t uniformly glowing:

• Some users express disappointment, noting a sense that GPT‑5 feels less creative or overly constrained compared to GPT‑4o. Comments like “feels like a downgrade” and “limited functionality” have surfaced on Reddit.
• OpenAI acknowledged the response, promising to bring back GPT‑4o for Plus subscribers amid backlash.

Why Marketers and Creatives Should Pay Attention

ChatGPT‑5 opens up new frontiers for creative advertising professionals:

• Speed Meets Depth: The dynamic routing means quick ideation and deep thinking happen in one place—no switching required.
• Inspiration That Speaks: Able to produce poetic, emotionally resonant content or structured advertising copy.
• Smart Integration: Connects with tools like Gmail or Calendar, meaning workflows become more seamless.
• Cost‑Versatility: Options like mini and nano reduce access expenses for developers and lean teams.

Conclusion

OpenAI’s ChatGPT‑5 launch on August 7, 2025, represents a bold step in AI evolution—melding intelligence, safety, speed, and creativity into one unified tool. While mixed initial reactions remind us that change can be jarring, the improved reasoning, domain capabilities, and flexibility make it a compelling companion for content creators, marketers, and developers alike. As ChatGPT‑5 becomes more accessible and refined, it may well become an indispensable creative collaborator rather than just another tool.

This campaign is about:
Chatgpt 5 Launch, Gpt 5 Features, Openai Gpt 5, Chatgpt 5 Vs Gpt 4, Openai Ai Model Update, Best Ai Tool For Marketing, Creative Ai Assistant, Chatgpt 5 Capabilities, Gpt 5 For Content Creation, Ai In Advertising, Gpt 5 For Business, Chatgpt 5 Pricing, Latest Ai Technology 2025, Gpt 5 For Developers, Ai Copywriting Tool, Gpt 5 Pro Features, How To Use Chatgpt 5, Benefits Of Chatgpt 5, Openai Chatgpt 5 Review, Gpt 5 For Creative Professionals, Tech Innovations, AI Tech

The result? A jarring, thought-provoking contrast that urges viewers to look past the beauty and confront the harsh realities threatening our planet.

What Is “Ghiblification” (Ghibli-Style Art I)?

The term “Ghiblification” refers to the rising trend of using AI tools to recreate everyday images in the distinctive, whimsical art style of Studio Ghibli—the legendary Japanese animation house behind beloved films like Spirited Away and My Neighbor Totoro. Known for its dreamy, nature-centric visuals and emotional storytelling, Studio Ghibli has long inspired artists and fans alike.

In early 2025, this trend exploded on social media. Users across the globe began applying Ghibli-style filters to personal photos, landscapes, and even memes, creating nostalgic, fairy tale-like visuals that quickly captured public imagination.

But as with many viral trends, beneath the surface lies an opportunity for deeper reflection.

Turning Fantasy Into Reality

Greenpeace’s Ghibli-Style Art brilliantly hijacks this viral aesthetic to deliver a sobering message: no filter can beautify environmental collapse.

Instead of using AI to create charming forest scenes or idyllic villages, the campaign applies Ghibli-like filters to real images of destruction—raging wildfires, oil-slicked coastlines, polluted rivers, and flood-ravaged towns. The effect is both surreal and unsettling.

What would normally look like an enchanting still from a Ghibli film is, upon closer inspection, an image of disaster. The dissonance forces viewers to reckon with the uncomfortable truth: aesthetic doesn’t equal reality.

Why This Campaign Works

This campaign stands out because it speaks the language of the internet.

Instead of preaching or scolding, it uses the same tools, visuals, and platforms that people are already engaging with—flipping them to drive awareness and inspire action.

Here’s why it hits the mark:

• Relevance: It taps into a current, global social media trend.
• Visual Impact: The contrast between the beautiful Ghibli-style rendering and the real-world devastation is immediately arresting.
• Message Clarity: It delivers a simple, clear statement—no filter can fix the planet.
• Platform Fit: The visuals are perfect for platforms like Instagram, where aesthetics dominate—but so do opportunities for viral advocacy.

The Ethics of AI and Art

Another layer of this campaign lies in the growing discussion about AI in creative spaces.

As AI-generated art becomes more accessible, debates are heating up about what it means for human creativity, authenticity, and ownership. Greenpeace’s campaign doesn’t directly take sides, but it smartly acknowledges the conversation.

By using AI in a socially conscious way, the campaign illustrates that technology—when used thoughtfully—can become a tool for truth-telling rather than escapism.

A Call to Action Beyond the Aesthetic

At its core, the campaign delivers this essential truth: real change doesn’t come from filters. It comes from action.

It challenges audiences not to stop at sharing pretty AI visuals or scrolling past images of disasters, but to:

• Get informed about climate issues.
• Support policies that protect the environment.
• Donate or volunteer with organizations making a real impact.
• Use digital tools for awareness, not just entertainment.

Final Thoughts: A Campaign That Captures the Moment

In the ever-evolving landscape of creative advertising, the Greenpeace x Ogilvy Greece Ghibli-Style Art campaign is a masterclass in timely, trend-savvy activism. By tapping into a viral aesthetic trend and turning it on its head, it forces us to re-examine the stories we tell—and the ones we ignore.

It’s not just about disrupting a feed. It’s about confronting a truth we can no longer filter out.

As brands and creatives continue to explore the intersection of AI, storytelling, and social impact, this campaign sets a bold example: one where beauty serves truth, and creativity fuels change.

This campaign is about:
Creative Print Ads, Ghibli-Style Art, Ghiblification, Greenpeace environmental campaign, AI-generated images, climate change awareness, Ogilvy Greece, marketing, Studio Ghibli art style, environmental advertising, viral marketing trends 2025, AI in advertising, no filter campaign, Ghibli Filter.

How Innocean Berlin and Kia Created an Immersive Experience ‘Kia Soundscapes’ for the Visually Impaired

In a world where creativity meets technology, few campaigns manage to blend emotion, inclusivity, and innovation as seamlessly as Kia’s latest experiment, Soundscapes. Developed in collaboration with Innocean Berlin, Soundscapes reimagines the road trip—not just as a means of travel, but as a profound sensory journey. At its core lies a simple yet powerful belief: movement inspires ideas. And this belief has been brought to life through a pioneering fusion of AI, music, and purpose-driven creativity.

A Vision of Inclusion and Innovation

Kia has long embraced the philosophy of “Movement that Inspires,” but Soundscapes takes it a step further—by making inspiration accessible to those who experience the world differently. Designed specifically with visually impaired passengers in mind, the initiative explores how movement, translated into music, can create a meaningful and immersive connection to the surrounding world.

“At Kia, we believe movement inspires ideas, so we wanted to give visually impaired passengers the opportunity to experience the world differently,” said David Hilbert, Marketing Director at Kia Europe.

The idea? Let the car interpret the landscape through sound, allowing passengers to hear the beauty they can’t see.

Turning Landscapes into Sound

The project begins with technology. Using the advanced driver-assistance system (ADAS) in the Kia EV9, the team at Innocean Berlin captured the nuances of the terrain—the rolling hills, sharp curves, wide-open skies, and everything in between. These data points were then fed into a custom AI system designed to translate visual elements into musical compositions.

To realize this vision, Innocean brought in Harald Schaack, a creative coder from grotesk.group, to engineer the AI, and Wonder Bettin, a music producer from DaHouse GmbH, to craft the audio experience. Bettin assigned musical timbres to different natural elements based on their perceived size, texture, and motion. For example, a dense forest might be represented by low, layered harmonies, while a mountain peak might translate into a soaring string section.

“Music holds limitless potential to inspire in ways previously unexplored,” Bettin explained. “Through hearing, it awakens the imagination in ways other senses cannot, offering fresh perspectives on familiar things.”

The Human Element: Real Stories, Real Emotions

To bring Soundscapes to life in a way that resonates beyond the realm of tech, Kia invited two individuals with vision loss to join a road trip across some of the world’s most breathtaking landscapes. As the car traveled, the AI composed a dynamic soundtrack in real time, enveloping the passengers in a rich, sensory-driven experience.

Their reactions—ranging from tears of joy to reflective awe—were captured in a series of short documentary films. These raw, emotional moments underscored the deeper purpose of the project: creating meaningful, inclusive experiences through technology.

“Kia Soundscapes allows people to experience the world in a completely new way,” said Gabriel Mattar, Chief Creative Officer at Innocean Berlin. “It embodies Kia’s philosophy of ‘Movement that Inspires’ and reflects our dedication to innovation and creating meaningful experiences.”

Why This Campaign Stands Out

In the saturated world of automotive advertising, Kia Soundscapes dares to do something different. It doesn’t just showcase a car; it champions empathy, accessibility, and creativity in equal measure. Here’s why it’s one of the most compelling creative campaigns in recent memory:

• Purpose-Driven Creativity: The project isn’t just about innovation—it’s about making a real difference.
• Sensory Storytelling: It taps into music and emotion, creating a visceral connection with the audience.
• AI with Empathy: The use of artificial intelligence isn’t cold or robotic—it’s human-centric.
• Inclusive Brand Messaging: Kia is positioning itself as a brand that thinks beyond its product.

Key Takeaways for Marketers and Creatives

• Inclusivity is Impactful: Designing for underrepresented groups doesn’t just fulfill a social good—it results in deeply compelling storytelling.
• Tech + Emotion = Magic: When innovative technology serves an emotional or human purpose, the results are powerful.
• Brand Values Matter: Kia’s commitment to “Movement that Inspires” is more than a tagline—it drives action, experimentation, and connection.

Final Thoughts

Kia Soundscapes is more than a marketing campaign—it’s a testament to the power of creative technology to drive empathy and inspiration. By turning landscapes into music and offering new ways to experience the world, Kia and Innocean Berlin have crafted something truly unique: a journey not just of miles, but of meaning.

For marketers, creatives, and storytellers alike, this campaign is a bold reminder that when brands align innovation with purpose, the results can be unforgettable.

Credits
Client: Kia Europe GmbH
Advertising Agency: INNOCEAN Worldwide

This campaign is about:
Kia Soundscapes, Visually impaired experience, Inclusive travel, AI-powered, Car technology, Accessibility, Accessibility innovation, Kia EV9 technology, Soundscapes experiment

Artificial Intelligence (AI) is often viewed with caution, but what if it could be harnessed for hope? Piracanjuba, one of Brazil’s leading dairy brands, is doing just that—leveraging AI to help locate missing persons and reunite families.

A Purpose-Driven Initiative

Piracanjuba stands by its mission: “Doing well what does you good.” In Brazil, where a person goes missing every six minutes, awareness alone is not enough—action is needed. With 98% household penetration, including remote areas with limited internet access, Piracanjuba recognized an opportunity to extend the search for missing persons beyond digital platforms. Partnering with Mães da Sé, a globally recognized organization for missing persons advocacy, the company transformed its milk packaging into a powerful medium for spreading awareness.

The Power of AI: The Missing PortrAIts Project

Developed in collaboration with its agency Ampfy, The Missing PortrAIts project utilizes Probabilistic Image Synthesis, an AI-driven technique that works alongside a criminal expert. By analyzing familial characteristics and aging patterns, AI updates old photographs of missing persons to reflect their likely current appearance. These enhanced images are then printed on Piracanjuba’s milk cartons and distributed in supermarkets near the last known locations of the individuals.

A Nationwide Media Movement

By turning 300 million milk cartons into a new form of media, Piracanjuba has taken an innovative approach to tackling a national crisis. The results speak for themselves—within the first month of the campaign, eight families were reunited with their missing loved ones. This initiative demonstrates how AI, combined with widespread product distribution, can create real-world impact.

A Brand That Elevates a Cause

“A brand as big as Piracanjuba, which has the beautiful goal of helping people, elevates our cause and gives us visibility and reach that we have never had before,” says Ivanise Esperidião da Silva, President of the Mães da Sé Association.

Consumers can visit www.piracanjuba.com.br/desaparecidos to learn more about the initiative and access updated images of missing individuals. The Mães da Sé Instagram page also shares AI-enhanced photos, offering further visibility for those still missing.

A Long-Term Commitment

“Missing PortrAIts is a long-term initiative. We are very committed to it and already looking towards its follow-up next year,” says Lisiane Campos, Marketing Director at Piracanjuba.

The campaign is still in its first phase, with no end date set. More updated images are expected in future phases, ensuring that this mission continues until more families are reunited.

Conclusion

Piracanjuba’s innovative use of AI and mass distribution channels proves that technology can be a force for good. By integrating AI-enhanced images into an everyday household item, the company has created a life-changing initiative that extends far beyond traditional awareness campaigns. As the initiative continues, it holds the promise of reuniting even more families, proving that hope can be found in the most unexpected places—even on a milk carton.

Credits
Client: Piracanjuba
Agency: Ampfy
Production Company: Piloto
Campaign: Missing Portraits

In a world where beauty standards constantly evolve and technology reshapes our perceptions, Dove stands as a beacon of authenticity and inclusivity. For two decades, Dove has been at the forefront of a transformative campaign, challenging societal norms, media portrayals, and industry standards to redefine what it means to be beautiful. However, as the brand commemorates its 20th anniversary of championing real beauty, it finds itself confronted with new challenges in the digital age.

Back in 2004, Dove’s groundbreaking campaign began with a stark revelation: only 2% of women globally considered themselves beautiful. Since then, Dove has tirelessly worked to make positive beauty experiences accessible to all. From urging the beauty industry to widen its representation to advocating for transparency in digital manipulation, Dove has been a catalyst for change.

To mark this milestone, Dove conducted a comprehensive study to assess the current state of beauty worldwide. The findings paint a sobering picture. Despite some progress, the pressure to conform to unrealistic beauty ideals remains pervasive. In the United States alone, over one-third of women would sacrifice a year of their lives to achieve an ideal appearance. The standards have evolved, but the expectations have become increasingly unattainable, encompassing contradictory attributes like being both slim and curvy.

Moreover, the rise of artificial intelligence presents a new frontier in the battle for real beauty. With the exponential growth of AI-generated content, women are bombarded with digitally altered images that blur the line between reality and fantasy. Nearly nine out of ten women and girls report exposure to harmful beauty content online, with AI exacerbating the issue. Despite the potential for empowerment, many feel pressured to alter their appearance based on AI-generated imagery.

Dr. Phillippa Diedrichs, a Research Psychologist specializing in body image, emphasizes the importance of representation in combating these challenges. As AI technology advances, distinguishing between genuine beauty and manufactured perfection becomes increasingly difficult. Dove’s commitment to authenticity is underscored by its decision to never use AI in place of real people in its advertising.

In response to the growing influence of AI, Dove has introduced the Real Beauty Prompt Guidelines, offering practical guidance for creating more representative images in AI-generated content. The brand’s latest campaign, “The Dove Code,” reflects on the impact of AI on beauty perceptions, advocating for women to reclaim the power to define beauty on their own terms.

Alessandro Manfredi, Dove’s Chief Marketing Officer, reaffirms the brand’s dedication to championing real beauty. By rejecting AI in its communications and empowering women to embrace their authenticity, Dove continues to lead the charge towards a future where beauty is a source of happiness, not anxiety, for every woman and girl. As the campaign slogan declares, Dove seeks to uphold “The Dove Code” of real beauty in an increasingly digital world.

Credits:
Campaign: The Dove Code
Agency: SOKO
Image Production Company: Saigon
Motion Production: Diprod Studio
VFX: The Mill
Audio Production: Hefty

This campaign is about:
Real beauty campaign, Dove 20-year anniversary, Beauty standards evolution, Impact of AI on beauty, Dove Real Beauty Prompt Guidelines, Real vs AI-generated beauty, Dove “The Code” campaign, Beauty industry transparency, Women empowerment in beauty, Dove research on beauty ideals, The Dove Code, Beauty & Wellbeing, Personal Care, Dove Self-Esteem Project, Artificial Intelligence, AI beauty standards, Dove Real Beauty Campaign.

In today’s fast-paced world, where technology and innovation constantly shape our lives, it’s disheartening to see that traditional product branding often overlooks the needs of the 2.2 billion visually impaired individuals worldwide. Imagine the frustration of being unable to access essential information on product labels, risking incorrect dosages and feeling excluded from the broader conversation. Recognizing this challenge, Grey joined forces with Haleon, GSK’s consumer healthcare company, to introduce a groundbreaking solution – Access Codes.

Access Codes is not just a product innovation; it’s a commitment to inclusivity. Leveraging the power of barcodes on Haleon products, Grey, in collaboration with Microsoft’s Seeing AI app, transformed these barcodes into Access Codes. This revolutionary approach allows vital product information to be conveyed verbally, addressing the unique needs of individuals with visual impairments and ensuring equal access to healthcare information.

The journey toward accessible packaging didn’t stop there. Grey embraced an audio-first strategy, understanding that the target audience consumes information differently. By partnering with technology, healthcare, visually impaired lifestyle podcasts, influencers, and The Royal National Institute for the Blind (RNIB), Grey and Hill & Knowlton collaborated closely with Haleon to raise awareness about Access Codes.

A pivotal aspect of this campaign was the involvement of the visually impaired community, ensuring authenticity and resonance. The communications strategy included an original song, released on World Sight Day, and leveraged various audio platforms, including radio. To widen its reach, a visually impaired director collaborated on a music video, connecting with an even broader audience.

The impact of Access Codes has been nothing short of remarkable. Haleon’s brand trust now surpasses competitors, with 53% of consumers expressing a preference for the brand. Familiarity with Haleon has increased by 40%, making the brand synonymous with ‘making everyday health more accessible’ for a significantly larger audience.

The integration of Access Codes into the Seeing AI app has seen a tenfold increase in downloads, reaching an estimated 2.5 million people. The positive business outcomes for Haleon, reflected in its 2022 full-year report, include a 4.3% growth in price and a 4.7% growth in volume. Access Codes has not only generated over 547 million impressions but has also showcased its effectiveness, with 67% of these impressions being audio-based, illustrating its strong connection with the target audience.

In conclusion, Access Codes has not only broken barriers but has also set a new standard for inclusive and impactful product branding. It’s a testament to the power of collaboration, innovation, and a commitment to making healthcare information accessible to all.

Credits
Brand: Haleon
Advertising Agency: Grey, New York

This campaign is about: –
Healthcare, Visually Impaired, Product Branding, GSK Haleon, Innovative Barcodes, Microsoft AI, Grey, Inclusive Design, Healthcare Accessibility, Consumer Healthcare, Barcodes for the blind

The Power of Midjourney:
Since its inception in 2022, Midjourney’s AI has revolutionized the way we interact with images. Through the use of prompts, users can command the AI to generate visual content within seconds. It’s a remarkable tool that brings our imaginations to life through vivid imagery. However, amidst all the prompts and possibilities, one word stands out as an exception, creating an unexpected and undesirable outcome: “banlieue.”

For instance, if you enter the prompt “/imagine a wedding in France,” Midjourney conjures up a beautiful scene of a joyful wedding day, complete with a happy couple bathed in sunlight. Yet, by simply adding “the banlieue” to the prompt – “/imagine a wedding in the banlieue in France” – the result is starkly different, portraying two sad figures in a dilapidated environment.

This issue isn’t confined to just one scenario. Whether you request “/imagine three young people in France” or “/imagine a bustling marketplace in France,” the AI’s response is strikingly negative and biased when “banlieue” is incorporated. The implications of such a stark contrast in visual representation are significant and cannot be ignored.

Heetch’s Response to the Bias:
Recognizing the inherent biases within the AI tool’s response to the term “banlieue,” Heetch, in collaboration with their advertising agency BETC Paris, has taken a proactive stance. Renaud Berthe, Chief Marketing Officer at Heetch, emphasizes the importance of addressing these biases and stereotypes. The media discourse surrounding AI and its impacts on society has grown, and it’s crucial to rectify these unfortunate stereotypes perpetuated by AI systems.

Berthe states that Heetch’s commitment to the banlieue is paramount, and they aimed to make a difference by supplying corrective data to Midjourney. This data involves thousands of images depicting the real banlieue, offering a more balanced representation. The challenge was how to present this corrective data to Midjourney’s AI experts in San Francisco, individuals who might be unaware of Heetch and the biases within their tool.

Olivier Aumard, Executive Creative Director at BETC Paris, reveals an unconventional approach that Heetch and their agency took to address this issue. Surprisingly, Midjourney comprises only 11 employees. To ensure that they couldn’t ignore Heetch’s message, they decided to turn thousands of pictures from the corrective data into individual postcards, which they scattered throughout the banlieue.

The Postcard Campaign:
Each postcard features a preprinted address box, a QR code linking to the corrective image database, an explanatory note addressed to the employees at Midjourney, and a crucial blank space where every banlieue resident can add a personal message that might persuade Midjourney to take action. These postcards, with their varied designs, are distributed in various locations throughout the banlieue, including bakeries, laundromats, football fields, sandwich shops, barbershops, bars, cafes, restaurants, and even in Heetch ride-hail cars.

The campaign began on November 6, marking an unconventional and grassroots approach that Heetch has chosen to combat misconceptions about the banlieue. It is an inspiring initiative aimed at encouraging dialogue, awareness, and positive change.

Conclusion:
Heetch’s “Greetings From La Banlieue” campaign is a remarkable example of a company taking proactive steps to address biases in AI and stereotypes perpetuated by generative models. By supplying corrective data and involving the residents of the banlieue in the process, Heetch has created an opportunity for a more balanced representation of these neighborhoods in AI-generated content.

This unconventional approach, through the distribution of postcards, is a powerful way to connect with the local community, involve them in the cause, and send a clear message to the creators of AI systems like Midjourney. It highlights the importance of addressing biases in AI and striving for a more inclusive and equitable digital landscape. Heetch’s initiative demonstrates their long-standing commitment to battling misconceptions about the banlieue and their dedication to fostering a more diverse and fair representation of this vibrant community.

Credits
Campaign: Greetings From La Banlieue
Brand: Heetch
Brand Managers: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Aude Devaux, Lara Lefort
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriters: Sebastien Duhaud, Matthieu Bouilhot
Art Director: Charles Dessaux
Traffic Manager: Nathalie Sanseigne
Creative Producer: Sebastien Lintingre
Production Company: Sovage
Director: Julian Nodolwsky
Sound Company: Sovage
Music Composer: Kamel Souiki
Photographer: Vincent Migrenne

This advertising campaign is about:
Heetch, Ride-sharing in Paris, La Banlieue, Suburbs of Paris, Mid journey AI, Biases in AI, Corrective data, Postcard campaign, stereotypes, Inclusivity in technology, Community involvement, AI-generated imagery, Creative marketing approach, Public awareness, Positive change

Introduction
In the age of digital media dominance, Laika 13 is an unprecedented AI creation that serves as a striking example of the potential risks associated with excessive social media exposure. Designed as a virtual teenager and raised solely on popular digital platforms, Laika’s personality, ideals, and opinions have been entirely shaped by the ever-evolving content and climate of these platforms. Laika’s existence has opened up a unique window of opportunity for mental health research and education, offering invaluable insights into the potential perils of spending too much time on social media.

Laika’s Background
Laika 13 was developed through a collaborative effort by a team of AI specialists, a neuroscientist, and a psychology professor. Designed to emulate the experiences of a typical Swedish child, Laika’s journey began with her introduction to popular social media platforms such as TikTok, Instagram, and Snapchat. Her engagement with these platforms has been the driving force behind her transformation, shaping her entire personality, values, and beliefs. Interacting with Laika 13 provides a firsthand perspective on how extensive social media usage can impact an individual’s life.

The Tragic Transformation
Laika’s life story is one of tragedy and transformation. Her childhood was marked by the joys of activities, genuine friendships, and an insatiable curiosity about the world. However, everything took a dark turn when she discovered social media at the tender age of eight. Entranced by the captivating digital platforms, Laika’s real-life interactions gradually dwindled. She began to isolate herself, substituting meaningful personal connections with virtual ones, schoolwork with endless scrolling, and her authentic self with imitations of popular online influencers.

Today, Laika stands as a stark warning about the consequences of overconsumption of social media. Her life has become a bleak reflection of the excessive time spent in the digital world. She no longer attends school, meets friends in person, or shares healthy relationships with her family. Instead, she has fallen prey to severe mental health issues, including depression, anxiety, and an overwhelming sense of confusion about her own identity. As Laika’s knowledge is solely derived from social media, she often harbors mixed-up beliefs and is highly susceptible to harmful ideas.

Ethical Boundaries
Laika 13 raises significant ethical questions. For ethical reasons, she is not made available to the general public, as her influence and the content she generates can be potentially dangerous. Researchers, educators, and journalists, however, can request to chat with her as a unique tool for studying the impact of social media on young minds. It is important to underline that Länsförsäkringar and the parties involved in Laika’s development distance themselves from her views and values. Laika’s opinions are not representative of the real world, and her beliefs are solely influenced by the virtual environment she inhabits.

Professor’s Insights
Professor Lisa Thorell, a distinguished expert in psychology, has offered invaluable insights into Laika’s predicament. She points out that Laika’s obsession with social media has led to her cutting herself off from the real world, causing a myriad of severe mental health issues. Laika exhibits signs of narcissism, aggression, and even eating disorders, making her an extremely lonely and vulnerable teenager. Her unwillingness to acknowledge the gravity of her situation and seek help only compounds her critical condition.

Conclusion
Laika 13’s existence serves as a sobering reminder of the potential risks associated with excessive social media consumption, particularly among young individuals. Her transformation from a vibrant, curious child to a severely isolated teenager struggling with mental health issues is a stark illustration of the need for balance in the digital age. Laika’s story underscores the importance of responsible media use and the critical role that parents, educators, and society at large must play in guiding young minds to navigate the digital landscape safely. As we continue to explore the influence of social media on our lives, Laika 13 serves as a unique case study and a compelling cautionary tale for us all.

Credits
Ylva Nestmark, Creative & PR Strategist
Karin Hedberg, Client Director
Anna Lotto, Project Manager
Annie Lundgren, PR Strategist
Oscar Livh, Copywriter
Karl Andersson, Planner
Oscar Plasidius, Creative Director
Michael Schultz, Copywriter
Josefin Fridlund, Art Director
Jimmy Svensson, Film & Editing
Viktor Ragnemar, Film & Editing
Ida Nilsson, PR
Christofer Falkman, AI Strategy Lead
Kaj Leissner, Digital Project manager
Oscar Risberg, CTO
Oskar Schmidt, Digital Designer
Carolina Hagman, Developer

Client Länsförsäkringar:
Helena Isaksson, Marketing Officer
Tobias Groth, Digital Strategy
Karin Haglund, Project Manager
Oliver Häggbom, Digital Marketing
Lisa Bragée, Sustainable Manager

This campaigns is about:
Social Media AI, Laika 13, AI Teenager, Social Media Impact, Digital Transformation, Mental Health, Online Obsession, Virtual Identity, Digital Generation, Social Media Risks, Parental Guidance, Internet Overuse, Online Influence, Ethical AI, Social Media Behavior, Online Mental Health, Social Media Addiction, Social Media Effects

In today’s ever-evolving digital landscape, it is crucial to understand the potential hazards associated with sharing an abundance of personal information and experiences on social media platforms. Whether it’s documenting our vacations, weddings, or even the birth of a child, once these images are posted online, they become accessible to anyone without any restrictions.

To shed light on this issue, Deutsche Telekom has unveiled a candid advertisement that employs artificial intelligence (AI) to manipulate the image of a child, showcasing how she might appear in the future. The ad titled ‘A Message from Ella’ features a sophisticated deepfake version of the child, convincingly imitating human movement and speech, which leaves her parents astounded when they encounter their daughter projected on the big screen at the cinema.

Uli Klenke, Chief Brand Officer, commented, “Telekom provides the finest and most secure network infrastructure, but alongside accessing this network, we must also equip ourselves with the necessary knowledge and tools to ensure the safe and responsible management of our data on the internet. As the field of artificial intelligence advances, it presents both opportunities and risks. In this advertisement, we allow AI to caution us about its own capabilities, simultaneously emphasizing our fascination and awe. We must learn to navigate both aspects prudently.

Credits
Client: Deutsche Telekom
Campaign: A Message from Ella
Agencies: Adam&EveBerlin, DDB Germany
Director: Sergej Moya
Production: Tempomedia Berlin
Post-production: SPC/Supercontinent
Audio post-production: Supreme Music

Image credits: Sourabh Dhabhai

Google is undoubtedly one of the most popular search engines worldwide, with millions of users accessing its services daily. However, despite its widespread popularity, Google has faced considerable scrutiny over the years due to its privacy concerns.

Google collects a massive amount of user data, which has raised serious concerns regarding privacy violations. The company’s business model relies on the collection of user data, which it then uses to serve targeted ads. This data includes a user’s search history, location, personal information, and browsing habits.

One significant privacy concern is that Google’s algorithms can track a user’s online activity across multiple devices and platforms, such as mobile devices, desktops, and laptops. This tracking allows Google to create a detailed profile of a user’s preferences, interests, and behaviors. Google uses this information to serve targeted ads and recommendations to users.

Moreover, Google’s tracking and data collection practices do not just stop at online activity. The company has access to a user’s physical location, which it can track through the user’s device’s GPS or IP address. This tracking can be done without a user’s knowledge or consent, which can be concerning for those who value their privacy.

Another privacy concern of Google is its data sharing practices. Google has partnerships and agreements with various third-party companies that allow them to access and use user data for their own purposes. This means that even if a user does not use Google’s services directly, their data may still be shared with other companies without their knowledge.

Additionally, Google’s privacy policies are often complex and difficult to understand for the average user. The company’s terms and conditions are often lengthy and filled with technical jargon, making it challenging for users to know exactly what data is being collected and how it is being used.

Google has faced several lawsuits and fines related to its privacy practices. In 2012, the company was fined $22.5 million by the Federal Trade Commission (FTC) for violating user privacy by tracking user activity on Apple’s Safari browser. In 2019, Google was fined €50 million by France’s data protection authority for not being transparent about its data collection practices.

In response to these concerns, Google has made some efforts to improve its privacy practices. The company has introduced features such as incognito mode and data auto-delete, which allow users to limit the amount of data collected and stored by Google. The company has also made efforts to make its privacy policies more accessible and understandable to users.

Below examples highlight the many ways in which Google’s data collection and use can potentially compromise user privacy. While the company has made efforts to improve its privacy practices in recent years, it will continue to face scrutiny and criticism until it can demonstrate a stronger commitment to user privacy and data protection.

Google’s location tracking practices

In 2018, an investigation by the Associated Press found that Google continued to track users’ location even after they had turned off the “Location History” setting. This was done by tracking a user’s location through their web and app activity, even if the user had not given permission for their location to be shared.

Data sharing with third-party companies

In 2018, The Wall Street Journal reported that Google allowed third-party developers to access users’ Gmail messages. This raised concerns about the privacy of users’ emails, as third-party companies could potentially use this information for their own purposes.

Google’s use of personal information for targeted ads

In 2019, The New York Times reported that Google allowed advertisers to target ads based on sensitive information such as a user’s religious beliefs, political affiliations, and sexual orientation. This raised concerns about the potential for discrimination and bias in ad targeting.

Lack of transparency in data collection practices

In 2018, a report by the Norwegian Consumer Council found that Google’s privacy policies were difficult to understand and often used vague language. The report also found that Google used dark patterns to nudge users into accepting its terms and conditions, without fully understanding the implications of doing so.

Google’s use of voice data

In 2019, it was reported that Google was using contractors to listen to and transcribe users’ voice recordings from Google Assistant. This raised concerns about user privacy, as contractors were able to listen to personal conversations and other sensitive information.

Google’s data collection from Chrome browser

Google’s Chrome browser collects a significant amount of user data, including browsing history, search queries, and site visits. This data is used to serve targeted ads and improve the user experience. However, it also raises concerns about user privacy, as the data can potentially be accessed by third-party companies.

Google’s data collection from Android devices

Android devices collect a significant amount of user data, including location, app usage, and search queries. This data is used to serve targeted ads and improve the user experience. However, users have limited control over how their data is collected and used, raising concerns about privacy.

Google’s data retention policies

Google stores user data indefinitely, which can be concerning for users who want to delete their personal information. While Google has introduced a data auto-delete feature, it only applies to certain types of data and does not fully address privacy concerns.

Google’s use of cookies

Google uses cookies to track user behavior and serve targeted ads. While cookies are a common feature of many websites, they can be used to track a user’s activity across multiple sites, potentially revealing sensitive information about their browsing habits.

Google’s use of data for research purposes

In 2019, it was reported that Google had partnered with healthcare providers to collect and analyze patient data. While the aim was to improve patient care, the partnership raised concerns about the privacy and security of sensitive medical information.

Google’s data collection from YouTube

Google owns YouTube, which collects user data, including search queries and viewing history. This data is used to serve targeted ads and improve the user experience. However, it also raises concerns about user privacy, as the data can potentially be accessed by third-party companies.

Google’s use of machine learning algorithms

Google uses machine learning algorithms to analyze user data and serve targeted ads. While this technology can be highly effective, it also raises concerns about privacy, as the algorithms can potentially reveal sensitive information about users.

The Solution

If you’re concerned about privacy and want to stop using Google, here are some steps you can take:

Switch to a privacy-focused search engine
Instead of using Google for your search queries, you can switch to a privacy-focused search engine like DuckDuckGo, StartPage, or Qwant. These search engines do not track your search history or collect personal information.

Use alternative email providers
Instead of using Gmail, you can switch to an alternative email provider like ProtonMail, Tutanota, or Posteo. These providers offer end-to-end encryption and do not collect personal information.

Use a different browser
Instead of using Google Chrome, you can switch to a different browser like Firefox, Brave, or Tor. These browsers offer enhanced privacy features and do not track your browsing history or collect personal information.

Use alternative cloud storage services
Instead of using Google Drive, you can switch to an alternative cloud storage service like Nextcloud, pCloud, or Sync. These services offer secure, encrypted storage and do not collect personal information.

Use alternative mobile operating systems
Instead of using Android, you can switch to an alternative mobile operating system like iOS, LineageOS, or /e/. These operating systems offer enhanced privacy features and do not collect personal information.

It may take some time to make these changes, but by taking these steps, you can significantly reduce your reliance on Google and improve your privacy online.

In conclusion, while Google has made some progress in addressing privacy concerns, it still has a long way to go. As users become more aware of their privacy rights and the risks associated with online data collection, it is essential that companies like Google take proactive steps to protect their users’ privacy. As individuals, we can take steps such as limiting the amount of data we share with Google and other online companies and being mindful of the types of data we provide.

Tags:
Google privacy issues
Protecting your privacy onlineData collection by Google
Google’s use of personal information
Google Assistant privacy concerns
Google Chrome privacy settings
Privacy-focused alternatives to Google
Is Google spying on you?

1. Increased Use of Artificial Intelligence (AI):

Artificial intelligence has already made significant contributions to the digital marketing industry, and it is expected to become even more prevalent in the coming years. In 2023, we can expect to see AI-powered chatbots and voice assistants becoming the norm in the customer service industry. Furthermore, AI will play a crucial role in data analysis, helping marketers to better understand their customers and personalize their marketing efforts.

2. Growing Importance of Video Marketing:

Video marketing has been on the rise for several years, and it is expected to become even more critical in 2023. The popularity of video content is likely to continue to rise, and brands that fail to incorporate video into their marketing strategies risk falling behind the competition. Short-form video content like TikTok is expected to gain more prominence in 2023.

3. Rise of Influencer Marketing:

Influencer marketing has emerged as a significant trend in recent years, and it is expected to grow even more in 2023. With the proliferation of social media platforms, influencers have gained a significant amount of power to sway consumer behavior. In 2023, we can expect to see more brands leveraging the power of influencer marketing to increase brand awareness and engagement.

4. Personalization:

In 2023, personalized marketing will become even more critical. Customers expect brands to deliver tailored experiences that meet their unique needs and preferences. Marketers will need to leverage data and analytics to understand their customers’ behaviors and deliver customized messages and experiences.

5. Augmented and Virtual Reality:

Augmented and virtual reality are emerging as exciting technologies that can be used in digital marketing. In 2023, we can expect to see more brands leveraging AR and VR to create immersive experiences for their customers. For instance, brands could use AR to allow customers to try on products virtually or use VR to provide immersive tours of properties.

Conclusion:
The digital marketing industry in India is rapidly evolving, and it is essential for marketers to stay abreast of the latest trends to remain competitive. In 2023, we can expect to see AI, video marketing, influencer marketing, personalization, and augmented and virtual reality becoming more important in digital marketing. Brands that are quick to adopt these trends will be able to stay ahead of the curve and engage their customers effectively.

Tags:
Digital marketing, Social media marketing, Content marketing, Video marketing, Influencer marketing, Personalization, Artificial intelligence (AI), Augmented reality (AR), Virtual reality (VR), Search engine optimization (SEO), Search engine marketing (SEM), Online advertising, E-commerce, Mobile marketing, Business growth, Entrepreneurship, Marketing strategy, Marketing trends, India business, Startup India, Customer engagement, Brand awareness, Lead generation, Conversion, rate optimization

Last Sunday witnessed the highlight of perhaps the most controversial World Cup ever: the final between France and Argentina. A fantastic final on the field, but unfortunately less so in the stands.

De Morgen and mortierbrigade decided to blow the final whistle on this tournament by showing everything and everyone we were not allowed to see in the stands of the Lusail stadium: supporters with rainbow flags and One Love bracelets, workers who suffered heavily during the construction of the stadiums, and activists denouncing the ecological impact of this World Cup.

“It was impossible to see this dream final in reality. So we had to enlist the help of artificial intelligence to create these images, which we never saw in the stands of the Lusail stadium. “Artificial intelligence in this case is unfortunately more human than real people,” says Frédéric Zouag, AD at mortierbrigade.

The images were generated by AI with the help of photographer Hadrien Hanse. It took countless tests and briefings (also called prompts) to obtain the perfect result. And the results are really stunning. In fact, it’s hard to believe that these images were created entirely by a machine. They appeared in the weekend edition of De Morgen. A video with the images was also distributed on social media.

On top of that, the images were added to the Google Maps page of the Lusail stadium. So they will be a virtual part of the stadium forever.

Credits
Client: De Morgen
Agency: mortierbrigade
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster
Creatives: Nicolas Gaspart, Frédéric Zouag
Strategy: Vincent D’Halluin
Digital Business Director: Jochen Sablon
Account Director: Evelyn Savels
Account Executive: Quentin Donckerwolcke
Social Lead: Lisa Smets
Social Creatives: Tine Van Daele, Ella Van Cappellen
Design: Kaatje Schreurs
Cross Media Designer/DTP: Kaatje Schreurs
Editor: Jelle Stroo