The Singapore-based independent brewer did not need to produce those films itself. Instead, it gave people the instructions to make them. The idea put a simple question at the centre of its advertising: if anyone can create an impressive-looking commercial with AI, why spend a fortune making one?

Brewlander A.I. Irresponsibly Turns Advertising Into a Creative Tool

Beer advertising often relies on polished visuals, cinematic films and celebrity appearances to make a brand stand out. For an independent brewer, matching that level of production spending can be difficult.

Brewlander chose to challenge the expectation rather than compete on the same terms. Its campaign used generative AI to turn the production process into something the audience could take part in.

The brand placed detailed prompts across outdoor media and print. People could type the instructions into text-to-video platforms or photograph them to use later. The prompts were designed to help users generate their own cinematic beer ads.

This made the media itself part of the idea. A billboard was no longer just a surface carrying a message. It became a starting point for creating content.

The Audience Made the Commercials

The interesting part of A.I. Irresponsibly is the change in roles between the brand and its audience.

Brewlander supplied the creative direction through its prompts, while participants used AI tools to produce the films. Rather than commissioning a traditional series of commercials, the brand invited people to make their own versions.

This approach has a useful precedent in other forms of AI advertising. In Heinz A.I. Ketchup, AI-generated imagery became the basis of a campaign built around how people and artificial intelligence picture the familiar product. Brewlander takes a different route, using AI not just to generate advertising assets but to invite people into the production process itself.

The technology also served a specific brand position. Brewlander wanted to invest its resources in brewing better beer rather than spending heavily on advertising production.

People could experience that argument rather than simply read it in a brand message. The prompts gave them a practical way to see how AI could change the process of making a commercial.

Why the Idea Fits Brewlander

For a smaller brewer competing against global beer brands, trying to outspend established players would be a difficult strategy to sustain.

A.I. Irresponsibly offered another way to compete for attention. It used a shift in technology to make the difference in production budgets part of the creative concept.

The campaign also avoided treating participation as an afterthought. The prompts were built into the media, giving people a direct way to move from seeing an ad to making one.

According to the campaign case study, participants who generated films could unlock exclusive discounts. This connected the creative activity with a potential purchase, rather than leaving it as an isolated social media stunt.

The broader principle is not entirely new. BT Sport’s Unscripted campaign used AI and sports data to build a campaign around the unpredictability of football. Both examples show how technology can help shape the central creative idea rather than simply provide a new production tool.

For Brewlander, the distinction was especially relevant. The brand was not trying to prove that it could produce a bigger beer commercial than its competitors. It was making a case for why it did not need to.

The Reported Results Behind Brewlander A.I. Irresponsibly

The campaign case study reports a 32% increase in brand awareness and more than 500 AI-created ads. It also estimates that Brewlander avoided $5 million in production costs by replacing traditional film production with audience-created content.

The case study further reports that the discount mechanic contributed to increased trial and repeat purchase, alongside improvements in consideration and positive sentiment. However, it does not provide the underlying research methodology, baseline figures or a detailed breakdown of the cost calculation on the published page.

These numbers should therefore be understood as campaign-reported results rather than independently verified measurements.

The more than 500 generated ads offer an indication of the participation the campaign was designed to encourage. The awareness and commercial figures address different outcomes and would need supporting measurement details to establish the scale and attribution of the reported impact.

The campaign was also recognised at The One Show 2026, receiving a Bronze Pencil in the Integrated / Omnichannel Campaign category. The official One Show case study provides the campaign background, execution details, results and credits.

The Real Test Is What People Choose to Create

Brewlander A.I. Irresponsibly makes a stronger point about advertising than simply showing what AI can produce. It changes who gets to make the commercial. The brand supplies the direction, but the audience gets to interpret it.

That shift is particularly relevant for an independent brewer competing in a category where polished films and familiar advertising codes can demand significant investment. Instead of treating its smaller production ambitions as a limitation, Brewlander made them part of the idea.

There is a trade-off, though. Giving people the tools to make beer ads does not guarantee that every result will be distinctive, memorable or recognisably Brewlander. The creative challenge is no longer just producing the film. It is giving people a prompt worth using and a reason to associate what they create with the brand.

That is where the campaign’s success should ultimately be judged. The reported volume of AI-generated ads suggests participation, while awareness and commercial impact require their own evidence. Making content easier to produce is a useful starting point. Making the brand harder to forget is the bigger achievement.

Explore more creative work in Film and Video Campaigns.

Credits
Brand: Brewlander
Campaign: Brewlander A.I. Irresponsibly
Agency: BLKJ Havas Pte Ltd, Singapore
Art Director: Casimir Simon
Chief Creative Officers: Joji Jacob, Sachin Talwalkar
Copywriters: Guilherme Machado, Anette Lok
Executive Creative Directors: Guilherme Machado, Khalid Osman
Strategy Director: Skanda Lokeshwaran
Business Director: Vivien Foo
CEO: Rowena Bhagchandani

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

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

The underrepresentation of women in artificial intelligence (AI) remains a pressing issue, with only 19% of senior management positions in AI held by women. Addressing this disparity, Women@Artefact, an initiative dedicated to advancing women’s careers in tech, has joined forces with Artefact 3000, the group’s creative agency, to launch a compelling film titled “Afterwork.” This unique creation merges social commitment with technological innovation to amplify the voices of women in artificial intelligence.

A Powerful Narrative Through AI Technology

“Afterwork” is an original short film crafted entirely using AI technologies. It features three women engaged in a lively discussion over drinks about their careers in the tech industry. However, these women are not just any professionals—they represent iconic virtual assistants who voice their frustrations about the roles they are confined to in AI.

One poignant line from the film captures this sentiment: “If you had told me I would become a tech star by being an assistant…” This reflection sheds light on the significant gender imbalance in AI leadership and the need for greater female representation in the field.

The film concludes with a powerful call to action: “AI calls for more women. Let’s give them a bigger voice.” This message underscores the urgency of promoting gender diversity in AI and fostering an inclusive environment where women can thrive.

A Manifesto for Change in Tech

Produced by Artefact 3000, “Afterwork” is more than just a film—it is a technological manifesto advocating for a more equitable tech industry. By combining cutting-edge AI with a strong social message, the film encourages AI companies to diversify their teams and provide more opportunities for women in artificial intelligence.

An Exclusive Afterwork Event to Drive the Conversation

To reinforce the film’s message, Women@Artefact is hosting a dedicated afterwork event on January 23, 2025, at Artefact’s offices. This gathering aims to connect and inspire women interested in AI careers, data science, and technology. Attendees will have the opportunity to network, explore career opportunities, and engage in meaningful discussions with industry professionals and HR representatives.

As a highlight of the event, Angela Naser, Director of Women In Tech France, will be a guest speaker. Women In Tech France is an international organization dedicated to increasing female participation in STEM (science, technology, engineering, and mathematics). Naser will share her experiences as a woman in tech and her dedication to fostering gender diversity in AI. The event will also feature inspiring talks, panel discussions, and networking sessions aimed at empowering women in technology.

The Future of AI Needs More Women

Angela Naser emphasizes the importance of integrating female talent into AI’s future: “Artificial intelligence is shaping the future, but its transformative potential can only be realized if female talent is fully integrated. This requires better education, access to appropriate training, and a strong commitment to increasing the representation of women in AI leadership roles.”

Justine Nerce, Managing Partner at Artefact, reinforces this vision: “At Artefact, we firmly believe that AI must reflect the diversity of our society. Through initiatives like Women@Artefact and projects like ‘Afterwork,’ we are not just raising awareness—we are actively working to create a future where every talent, female or male, finds its place and impact in AI.”

A Call to Action for Women in AI

The AI industry has the potential to revolutionize the world, but for it to be truly innovative and inclusive, more women must have a seat at the table. Artefact’s “Afterwork” film and event serve as critical steps toward building a more diverse and equitable tech landscape.

For women looking to break into AI, advance their tech careers, or connect with industry leaders, this event provides an excellent opportunity to take the next step.

The Evolution of AI in Creative Judging

In 2023, the Epica Awards introduced the AI Jury Experiment, where an AI system evaluated shortlisted entries based on text descriptions. This trial, while separate from the main competition, sparked a significant dialogue about AI’s potential in assessing creative work. The experiment allowed the Epica Awards and its press jury to engage with the concept of AI in the creative evaluation process.

Introducing AIJE Advisor: A New Era of Judging

Fast forward to 2024, and the AIJE has evolved considerably. The new tool, now rebranded as AIJE Advisor, is designed to analyze entries across all categories, including video and case studies. Nicolas Huvé, the Epica Awards Operations Director and the mastermind behind the AIJE, shared his thoughts on this development: “AIJE became so proficient that it was akin to an ‘Oppenheimer moment.’ Out of respect for our entrants and jurors, we decided it would be more responsible to use it as a support tool rather than as a primary judge.”

The AIJE Advisor will be seamlessly integrated into the online jury’s existing comments platform. Jurors will have the option to view AI-generated insights about the entries, but this feature will be hidden by default. This approach ensures that the AI provides valuable feedback without influencing the final scores.

Benefits of AIJE Advisor

The introduction of AIJE Advisor aims to enhance the judging process in several ways:

• Combating Fatigue: By offering additional insights, the AI can help jurors manage decision-making fatigue.
• Enforcing Category Alignment: The AI can assist in maintaining consistency across categories.
• Focusing on Core Ideas: It helps prevent the tendency to focus on supporting materials rather than the central creative concept.

Huvé emphasized, “The AI is an additional perk and is not designed to replace the expertise and nuanced judgment of our jury.” This reflects a thoughtful approach to integrating AI, ensuring it complements rather than overshadows human judgment.

AI in Creative Industries: A Broader Perspective

The cautious implementation of AIJE Advisor mirrors the larger conversation about AI’s role in the creative sector. Will AI transform the way we evaluate creative work, or will it remain a supplementary tool, limited in its ability to fully capture human creativity? These are the questions that the use of AIJE Advisor prompts us to consider.

The Epica Awards jury comprises journalists from prestigious trade publications like Adweek and Campaign, along with specialized journalists who focus on categories such as automotive, fashion, and design. Their expertise, combined with the AI’s insights, aims to create a well-rounded and robust evaluation process.

As the Epica Awards prepares for its 2024 competition, the introduction of AIJE Advisor marks a significant step in exploring the intersection of technology and creativity. It promises to offer a unique blend of human and artificial intelligence in the quest to recognize the best in global creative excellence.

This article is about:
Epica Awards, AI-Powered Tool, Creative Competition, AI Assistant, AIJE Advisor, Global Creative Judging, AI in Creative Industries, AI in Judging, AI Insights, AI Technology in Awards, Epica Awards 2024, AI in Creative Evaluation, Press Jury, Creative Industry AI Integration, AI Support Tool, Judging Creativity with AI, AI Tools for Competitions, Creative Awards.

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.

Powered by advanced long-term reasoning and planning, Devin possesses the ability to plan and execute complex engineering tasks with precision, making thousands of decisions while continuously learning and improving. Equipped with essential developer tools and the ability to actively collaborate with users, Devin streamlines workflows, allowing engineering teams to focus on tackling more ambitious goals.

Here’s a glimpse into Devin’s remarkable capabilities:

Learning Unfamiliar Technologies: Devin can quickly adapt to new technologies, leveraging its intelligence to master unfamiliar concepts and tools.

End-to-End App Development: From conception to deployment, Devin can build and deploy fully functional applications, responding dynamically to user feedback and requests.

Autonomous Bug Fixing: Devin’s prowess extends to identifying and resolving bugs in codebases autonomously, ensuring smooth operation and efficiency.

AI Model Training: Devin has the capability to train and fine-tune its own AI models, harnessing the power of machine learning to continuously improve its performance.

Contributing to Open Source: Whether it’s addressing bugs or implementing feature requests in open-source repositories, Devin excels at contributing meaningfully to collaborative projects.

Performance Evaluation: In rigorous evaluations, Devin has demonstrated exceptional performance, particularly on the SWE-bench coding benchmark. With a remarkable resolution rate of 13.86% on real-world GitHub issues, Devin surpasses previous benchmarks by a significant margin, showcasing its unparalleled effectiveness in addressing complex engineering challenges.

In conclusion, Devin represents a paradigm shift in software engineering, offering unprecedented levels of autonomy and efficiency. As the first of its kind, Devin paves the way for future advancements in AI-driven development, promising to revolutionize industries and redefine what’s possible in the world of technology.

This campaign is about:
AI software engineer, Autonomous software development, Devin AI capabilities, End-to-end app deployment, Bug fixing AI tool, AI model training, Open source, SWE-bench coding benchmark, GitHub, Software engineering, Cognition AI

Navigating the world poses unique challenges for visually impaired and blind individuals, both indoors and outdoors. Despite the assistance of echolocation, walking canes, and service dogs, the harsh reality is that a staggering 95% of visually impaired individuals collide with obstacles while walking along roads. Additionally, 40% experience falls after hitting these obstacles, often resulting in injuries and fractures. At Volvo, we are committed to addressing these challenges and prioritizing the safety of visually impaired individuals by introducing Vision Mate – an innovative app that harnesses the power of LiDAR technology and artificial intelligence (AI).

Understanding the Challenge:
Visually impaired individuals encounter numerous obstacles in their daily lives, making navigation a daunting task. The risk of collisions and falls is significantly high, emphasizing the need for advanced solutions to enhance their safety and accessibility.

Volvo’s Commitment to Safety:
At Volvo, safety is a top priority. To address the challenges faced by visually impaired individuals, we have incorporated advanced features such as LiDAR technology in our cars for autonomous navigation. LiDAR, or Light Detection and Ranging, is a cutting-edge technology that uses laser light to measure distances and create precise, detailed maps of the surroundings.

Introducing Vision Mate App:
To further extend our commitment to safety, we are proud to introduce Vision Mate – a revolutionary app designed to harness the full potential of LiDAR technology combined with AI. Vision Mate aims to improve accessibility and safety for visually impaired individuals by providing real-time assistance in navigating their surroundings.

Key Features of Vision Mate:

• LiDAR Technology Integration:
  
  Vision Mate utilizes the power of LiDAR technology to create detailed, real-time maps of the user’s environment. This enables the app to identify obstacles and provide timely alerts to the user.
• AI-Powered Assistance:
  
  The app employs artificial intelligence to analyze the data collected by LiDAR and offer intelligent assistance. Vision Mate can recognize and interpret various environmental elements, providing users with information about their surroundings and potential obstacles.
• Customized Navigation:
  
  Vision Mate offers personalized navigation based on the user’s preferences and habits. The app learns and adapts to the user’s needs, making each journey a more seamless and safe experience.
• Emergency Response Integration:
  
  In the event of an obstacle or potential danger, Vision Mate is equipped to trigger emergency response mechanisms, ensuring a swift and effective response to keep users safe.

Conclusion:
Volvo’s Vision Mate app represents a significant step forward in enhancing safety and accessibility for visually impaired individuals. By combining the power of LiDAR technology and artificial intelligence, we are dedicated to providing a reliable and intelligent solution that empowers individuals with visual impairments to navigate the world with confidence. As technology continues to evolve, Volvo remains committed to pushing boundaries and creating innovative solutions that make a positive impact on people’s lives.

Credits
Advertising Agency (School): Miami Ad School, Madrid & Steinbeis University
Copywriter: Yash Bhut
Art Director: Ilu Shilpakar
Educational Instructor: Pranay Suri

This campaign is related to: –
Vision Mate, Visually impaired, Volvo LiDAR technology, Safety, AI-powered navigation, Volvo Vision Mate, LiDAR technology, Assistive technology, Volvo safety, Navigation, Volvo Vision Mate app, Artificial intelligence, Technology.

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

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

Credits
Brand: WWF
Agency: Kokū
Creative Director: Guillermo Iparraguirre
Creative Team: Daniel Caballero; Michael Leitmann; Gerardo Mateos; Álvaro Gardella
Art Director: Amadeus Ferreira
Design team: David Moral; Nath Morinigo
Account: Giovanni Almada
General Director: Anthony Rojas

Tags:
Artificial Intelligence and the Environment

ChatGPT is an artificial intelligence chatbot developed by OpenAI.

GPT (Generative Pre-trained Transformer) is a type of language model developed by OpenAI that uses deep learning techniques to generate human-like text. GPT uses a transformer architecture, which was introduced by Vaswani et al. in 2017, and has since become the basis for many state-of-the-art language models.

The first version of GPT, GPT-1, was released in 2018 and was pre-trained on a massive corpus of text data, including web pages, books, and articles. GPT-1 was able to generate impressive, human-like text, but it had some limitations, such as a tendency to repeat itself and a lack of coherence in longer passages.

In 2019, OpenAI released GPT-2, an even more powerful version of the model. GPT-2 was trained on an even larger corpus of text data, and had 1.5 billion parameters, compared to GPT-1’s 117 million parameters. GPT-2 was able to generate text that was even more convincing, and it was capable of generating entire paragraphs of text that were coherent and grammatically correct.

In 2020, OpenAI released GPT-3, the latest and most advanced version of the model. GPT-3 has 175 billion parameters, making it one of the largest language models in existence. GPT-3 is capable of generating text that is almost indistinguishable from text written by humans, and it can perform a wide range of natural language tasks, such as translation, summarization, and question answering.

One of the most impressive features of GPT-3 is its ability to carry on a conversation with a human in a natural, human-like way. This has led to the development of a number of chatbots and conversational agents that use GPT-3 as their underlying language model. These chatbots can be used for a variety of purposes, such as customer support, personal assistants, and even therapy.

In 2023, OpenAI released GPT-4, the most advanced system, producing safer and more useful responses. GPT-4 can solve difficult problems with greater accuracy, thanks to its broader general knowledge and problem solving abilities.
 
Overall, OpenAI’s GPT language models represent a major breakthrough in natural language processing and have the potential to revolutionize the way we interact with machines.

Chat GPT has a wide range of use cases in industries such as customer service, marketing, and education. In customer service, Chat GPT can be used to provide 24/7 support to customers, resolving common issues and answering frequently asked questions. This can reduce the workload of human customer service representatives, freeing them up to focus on more complex issues.

Marketing

Chat GPT can be used to create highly targeted and personalized content for specific audiences, improving engagement and conversion rates. Chat GPT can also be used to analyze customer feedback and sentiment, providing valuable insights that can inform marketing strategy and improve brand perception.

Education

Chat GPT can be used to create interactive learning experiences that simulate real-world conversations and scenarios. This can help students develop their language skills and improve their understanding of complex topics.

Search Engine

One potential use case for chatbots powered by GPT in search engines is to improve the accuracy and efficiency of search queries. For example, a chatbot could be integrated into a search engine’s interface to help users find information more easily.

Customer service

It can be used to provide customer service and support to customers. It can handle common queries, provide information about products and services, and help customers with their issues.

Personal assistant

It can also function as a personal assistant, helping individuals manage their schedules, send reminders, make appointments, and more.

Language translation

It can be used to translate text from one language to another. This can be particularly useful for businesses that operate in multiple countries and need to communicate with customers in different languages.

Content creation

It can also be used to create content such as blog posts, social media posts, and articles. It can assist with research, suggest topics, and even generate content.

Personal growth

It can function as a virtual therapist, helping individuals to improve their mental health and well-being by providing support, guidance, and resources.

E-commerce

It can be used by e-commerce businesses to provide product recommendations to customers based on their browsing and purchase history. It can also help customers with the checkout process and answer any questions they may have about products or services.

HR

It can assist HR departments with tasks such as scheduling interviews, answering questions about benefits and policies, and providing training and development resources to employees.

Healthcare

It can be used in healthcare to provide patients with information about their conditions, medications, and treatments. It can also help with appointment scheduling and provide reminders for medication schedules.

Finance

It can assist with financial tasks such as budgeting, investment planning, and tax preparation. It can provide personalized recommendations based on an individual’s financial goals and risk tolerance.

Gaming

It can be used in gaming to provide assistance to players, such as providing hints and tips, answering questions, and even playing alongside them in certain games.

Overall, the potential use cases for ChatGPT are virtually limitless, and as AI technology continues to advance, we can expect to see even more innovative and exciting applications in the future.

Tag:
chat gpt, language model, deep learning, customer service, marketing, education, natural language processing, named entity recognition, sentiment analysis, personalized content, interactive learning, AI-powered chatbots, AI language model, Virtual assistant, Artificial intelligence, OpenAI, Language processing, Smart assistant, Digital assistant, AI chatbot, Customer service, Personal assistant, Language translation, Education, Content creation, Personal growth, E-commerce, Marketing, HR, Healthcare, Finance, Gaming