Created in partnership with IMPACT BBDO, the campaign transformed the UAE’s presence at the Cannes Lions International Festival of Creativity into an open invitation for creatives, entrepreneurs, and innovators whose boldest concepts may have been rejected elsewhere. Rather than promoting a destination, the campaign promoted an environment where ambitious ideas could find the opportunity to become reality.

For the third consecutive year, the UAE established a strong presence across Cannes through a series of strategically placed out-of-home installations. Positioned around the Palais des Festivals and along the Croisette, the billboards addressed one of the advertising industry’s most familiar experiences: seeing promising ideas dismissed before they have the chance to be realised.

The campaign featured striking headlines including “The Ideas They Reject, We Build,” “The Idea Wasn’t Wrong. The Room Was,” and “Don’t Reduce the Idea. Change the Place.” Together, the messages reinforced the UAE’s long-running “Impossible is Possible” positioning while presenting the country as a place designed to support experimentation, innovation, and execution.

According to Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, the campaign drew inspiration from an experience shared by many creative professionals.

“Every creative professional understands what it feels like to have an idea questioned or dismissed,” he said. “Some concepts fail because they are not ready, but others simply arrive before the people evaluating them are prepared to embrace them. Our message is an invitation to those ideas that still deserve the opportunity to become reality.”

The campaign extended well beyond traditional billboards. Developed with IMPACT BBDO, it appeared across large-format outdoor advertising, digital screens, building wraps, and indoor media placements throughout the festival. Its visibility across key Cannes locations helped make the installations part of conversations taking place both inside and outside the official festival programme.

The campaign also generated significant engagement on social media, where delegates frequently photographed and shared the installations, helping the message reach audiences beyond Cannes itself.

Ali Rez, Regional Chief Creative Officer for IMPACT BBDO group of companies, said the work reflected the country’s broader ambition.

“The campaign represents a nation that believes bold thinking deserves bold action,” he said. “It’s an invitation to creators looking for a place where ambitious ideas have the opportunity to be realised.”

With this year’s Cannes presence, the UAE once again used one of the creative industry’s biggest stages to present itself not simply as a destination, but as a partner for ambitious thinkers. By focusing on ideas that never made it beyond the pitch room, the campaign challenged creatives to consider a different perspective: perhaps the idea was never the problem. Perhaps it was the place where it was presented.

This campaign is about:
UAE Government Media Office, UAE Cannes Lions Campaign, Cannes Lions 2026, Cannes Lions International Festival of Creativity, IMPACT BBDO, Outdoor Advertising, OOH Campaign, Creative Billboards, Brand Campaign, Innovation, Advertising, Creative Industry, Marketing Campaign.

Live theater has always been designed around sound. Dialogue, music, silence, and applause work together to create emotion on stage. But for the Deaf community, this experience has long felt incomplete. They attend shows, watch actors perform, and follow visual cues — yet much of the emotional depth remains out of reach.

With “Unmute the Stage,” Meta delivers a deeply human and thoughtfully crafted campaign that reimagines what inclusive theater can look like. Instead of asking Deaf audiences to adapt, the campaign adapts the stage itself — using wearable technology to turn sound into something that can be felt and seen.

This is not just a tech story. It’s a creative statement about access, empathy, and how brands can use innovation to create real cultural impact.

The Core Problem: Inclusion Has Been Missing From Live Theater

Despite progress in accessibility, live theater still largely depends on hearing. Traditional captions often feel detached from the performance, while sound-driven moments — music swells, sudden silences, emotional shifts — are lost entirely.

For many Deaf audience members, this results in:

• Feeling disconnected from the performance
• Missing emotional cues tied to sound
• Sitting through shows without full engagement

They are present, but not fully included. “Unmute the Stage” directly confronts this reality.

A Campaign Designed For, Not Around, the Deaf Community

What makes this campaign stand out is its intent. The audience is not treated as an afterthought. Every creative and technical decision centers on the Deaf community’s experience.

Meta’s approach is simple but powerful:
If sound can’t be heard, let it be felt and seen.

By combining wearable haptic technology with intelligent visual storytelling, the campaign creates an entirely new way to experience live performance — without disrupting the magic of theater.

Turning Sound Into a Multi-Sensory Experience
Feeling the Performance With the Woojer Haptic Strap

The Woojer Haptic Strap converts audio from the stage into physical vibrations that travel across the body. Music, footsteps, dramatic shifts, and applause become sensations rather than sounds.

Through this technology, Deaf audience members can:

• Feel rhythm and tempo
• Sense intensity and volume changes
• Experience emotional moments physically

Sound is no longer something missing — it becomes something alive.

Seeing Emotion Through Meta Ray-Ban Display Glasses

The second layer of the experience comes from Meta Ray-Ban Display Glasses, powered by Meta Intelligence. These glasses present Caption with Intention©, developed by Rakish Entertainment, which redefines how captions work in live settings.

Unlike traditional subtitles, these captions:

• Are color-coded by character
• Scale in size based on volume
• Animate to reflect emotion and tone

The result is dialogue that feels expressive and alive — matching the energy of the actors on stage.

Why the Campaign Film Matters

The campaign video doesn’t rely on explanation — it relies on emotion. Viewers see real reactions as Deaf audience members experience theater in a completely new way. Facial expressions shift, posture changes, and moments of surprise and joy feel unmistakably genuine.

This storytelling choice strengthens the campaign’s impact. Instead of showcasing technology, it showcases people — and how access can transform their experience.

A Benchmark for Meaningful Creative Advertising

“Unmute the Stage” is a reminder that great advertising doesn’t need exaggeration. It needs purpose.

From a creative perspective, the campaign succeeds because it:

• Solves a real, often ignored problem
• Uses technology with intention, not novelty
• Respects the audience’s lived experience
• Aligns brand innovation with social impact

For brands and marketers, this is a clear example of how inclusivity can drive some of the most powerful creative ideas.

Beyond Theater: A Larger Vision for Accessibility

The implications of this campaign go far beyond the stage. The same approach could reshape experiences in:

• Concerts and music festivals
• Museums and exhibitions
• Sports arenas
• Live talks and cultural events

Meta’s campaign suggests a future where accessibility isn’t a special feature — it’s a built-in expectation.

Final Takeaway

Meta’s “Unmute the Stage” shows what happens when creativity is guided by empathy. By translating sound into sensation and emotion into motion, the campaign opens live theater to an audience that has long been excluded from its full impact.

For anyone passionate about creative advertising, inclusive design, and meaningful brand storytelling, this campaign stands as a powerful reminder:
The most memorable ideas don’t just impress — they include.

Credits
School: S.I. Newhouse School of Public Communications
Art Director: Adrian Berger
Copywriter: Kate Barrett
Instructor: Mel White

This campaign is about:
Meta Unmute The Stage Campaign, Meta Advertising, Wearable Technology, Accessibility, Deaf Community, Haptic Technology, Woojer Haptic Strap, Innovation, Creative Advertising Campaigns By Meta, Inclusive Marketing Campaigns, Assistive Technology.

Kalle Wallin, Creative Director of the agency NORD DDB Helsinki, explains the concept: “We commercialize winter to save it from the climate crisis. We wanted to deliver a strong and touching message of defending winters in a clever way. We’re creating a media which is owned by winter – so of course the profits go to protecting winters.”

The initiative has garnered support from Finnish DOOH marketing company Mediateko, with CEO Sampsa Savolainen expressing excitement about the project. “The goal of advertising is to influence the target group’s thinking and behavior in a positive way for the advertiser. This insightful innovation offers excellent opportunities for this. Mediateko enables solutions for advertisers in Finnish ski resorts and is passionately involved in POW Finland’s activities to ensure the vitality of Finnish winters in the future,” he stated.

Snow Media advertisements will be strategically placed near tall buildings, popular winter trails, and ski centers, where they can be viewed from above. These artistic and impressive snow advertisements will be documented and shared across social media, digital advertising platforms, and DOOH. The campaign began this spring, with the objective of engaging more brands and consumers during the winter of 2024–2025, contingent on snowfall and winter conditions already impacted by climate change.

Wallin emphasized the importance of giving POW and its messages prominence, noting that the first client for this project is Protect Our Winters itself. The first commercial participant is Lindström, a Finnish company that aligns its business model with the circular economy and values responsibility.

“Responsibility is one of our core values, our business model is based on the circular economy. As a Finnish company, we want to draw attention to climate change and its effects on winters. We joined because we wanted to fearlessly try something new and because preserving nature’s biodiversity is crucial to us,” said Minna Heinonen, Head of Marketing from Lindström.

Noora Vihervaara, General Manager of POW Finland, expressed enthusiasm about the project’s progress. “We are thrilled to finally see this project in the daylight and to see the first commercial company to join and donate through this project. In the heart of Lindström operations there is caring, not only for people, but for working clothes as well, and longevity of the clothing and material should be the course in our society.”

Snow Media is available to brands committed to a better future and genuine climate action. Vihervaara stresses the importance of authenticity in this unique marketing space: “We are expecting this form of unique marketing to be used for good in general. Meaning this is not the space for greenwashing nor fossil fuel-based businesses and brands that should not be advertised anywhere anymore.”

This innovative approach highlights the potential of combining environmental advocacy with creative advertising, offering a unique way to raise awareness and funds to protect winters.

Credits
Advertiser: Harshit Agrawal, Clix Capital
Campaign: Har Jazbe Ke Liye
Agency & Producer: HOUSE OF OMNIFIC | Hemant Dahiya & Saryu Mehla
Director: Rishav Agrawal
Production: India Film Factory
Creative Directors: Sanover Srivastav & Divya Nailwal

This video is about:
Clix Capital, Har Jazbe Ke Liye, MSMEs, Doctors, Bharat, Empowerment, Aspirations, Marketing Campaign, Resilience, Ambition, Opportunity, Innovation, Success, Dreams, Transformation, Empowerment, School Financing, School Loan, Brand Film

Step into a world where creativity takes the lead, and innovation knows no bounds. In 2023, brands embraced a fearless spirit, breaking free from traditional marketing norms to cast spells of technological enchantment. This year unfolded with a burst of campaigns that went beyond mere attention-grabbing; they achieved tangible success through cutting-edge technology and Innovative Marketing Campaigns.

Picture yourself in captivating immersive adventures and witness the wizardry of AI-powered campaigns. Join us on a journey through the highlights of 2023, where campaigns didn’t just capture attention but wielded the authentic magic of tech-infused marketing. Let’s explore the pinnacle of creativity and innovation, where brands dared to venture into uncharted territories, creating experiences that left a lasting impact. Get ready for a ride through the extraordinary, where the ordinary has no place in the realm of marketing magic.

The Undeniable Street View

In the face of a year-long brutal invasion and relentless targeting of civilian areas in Ukraine by Russian forces, the Undeniable Street View project emerged as a beacon of truth and accountability. Partnering with influential organizations and using the world’s first war zone shown in Street View, this initiative provided an unfiltered look at the harsh realities faced by the Ukrainian people. By leveraging over 100km of raw Street View footage across six cities, the project allowed global audiences to “bear witness” to the atrocities and see the impact on civilian areas and infrastructure. With features like before-and-after comparisons, it served as a unique historical document submitted as evidence to the Office of the Prosecutor General in Ukraine. Despite facing cyber-attacks, the site garnered an impressive 2.3 million visitors from 115 countries in its first two weeks, spending an average of four minutes exploring the harsh truths. With $54.2 million in earned media and 23 million impressions, the Undeniable Street View not only stood as a testament to the power of truth but also ensured that every visitor became a witness to the undeniable crimes against humanity.

Nikon: The Golden Billboard

Nikon and Mediaplus transformed traditional OOH advertising spaces into an innovative photographic experience with ‘The Golden Billboard’ activation during the Photopia fair in Hamburg. This outdoor studio, created by combining a billboard with gold-plated film and a Nikon camera, served as an adjustable light reflector. Participants could have professional photos taken or capture their own perfectly lit pictures with advertising. The Golden Billboard, in various sizes, became instant Instagrammable moments, and a QR code directed users to the Nikon school for further education on utilizing light. This innovative approach garnered attention, with influencers and visitors sharing their experiences online, resulting in a social media reach of over half a million views and an activation that reached 130,000 people.

EasyPark Group: In space

EasyPark Group, a pioneer in parking innovation and smart mobility for the past two decades, has extended its mission beyond transforming city parking systems to making Earth more livable. In a playful response to the surge in UFO sightings globally in 2023, EasyPark, on October 10th, collaborated with the Grimeton Radio station World Heritage Site in Sweden. Utilizing the station’s longwave transatlantic wireless telegraphy capabilities, EasyPark compressed and converted app codes into a signal, launching their parking apps into space. The aim? To provide potential extraterrestrial lifeforms with the ability to effortlessly manage parking upon their arrival on Earth. This creative and lighthearted initiative showcases EasyPark’s commitment to pushing the boundaries of innovation in unexpected ways.

Back Market – Hack Market

Hack Market is a sustainability-focused campaign created for Back Market, Europe’s top marketplace for refurbished tech. The initiative strategically intercepted the tech purchase journey, urging buyers to consider the environmental impact of their choices at the point of buying new devices. For Earth Day, Back Market utilized Apple Stores as a platform, leveraging Apple’s AirDrop technology to convey messages promoting a greener alternative. The campaign extended its reach through influencers and video content, enhancing the impact of the in-store activation.

Human Rights Foundation: Forced Labor Plug-in

The Human Rights Foundation (HRF) responded to the Uyghur crisis by launching the ‘Uyghur Forced Labor Checker,’ a Chrome extension targeting the fashion industry’s involvement in supporting forced labor camps in Xinjiang. With over a million Uyghur Muslims subjected to detainment and forced labor, the extension empowers consumers to make informed choices by revealing brands linked to these atrocities. By redirecting users to the HRF website, it encourages activism and provides a list of ethical brands. The Uyghur Forced Labor Checker has impacted profits in eight countries, intervened on major fashion brands’ websites, blocked over 1000 sales, and influenced at least one global retailer to eliminate Uyghur forced labor from its entire supply chain.

Ensure – The Sock Tech

Embark on a fascinating journey into the world of low-tech marvels with a unique solution in Thailand that challenges the misconception about the importance of muscle among the elderly. Facing the need for a brilliantly simple approach, the campaign introduces “Sock Tech.” By encouraging the elderly to assess their muscle strength through the everyday task of putting on a sock while standing, the low-tech solution yields remarkable results. Leveraging online influencers and engaging content, the cost-effective strategy achieves a 51% engagement rate among the entire population, amassing a staggering 105 million impressions. The heartwarming impact extends beyond numbers, creating cherished family traditions and demonstrating the extraordinary results achievable through simplicity and innovation. In a tech-dominated world, “Sock Tech” showcases the power of ingenious, low-tech solutions.

AWA: The soap that cleans the rivers

ANDEA, in collaboration with creative agency Fahrenheit DDB and Peruvian innovation start-up Cirsys, has introduced a groundbreaking solution to address water contamination caused by traditional clothes washing practices in rivers. With 159 million people globally relying on untreated water sources for washing, the AWA soap utilizes a probiotic microorganism capable of feeding on pollutants in rivers. Derived from months of research, AWA soap improves water quality during laundry, exhibiting up to 75% efficiency. ANDEA generously shares the formula with governments, non-profits, social enterprises, and soap manufacturers, offering a sustainable solution to mitigate the environmental impact of cultural practices and improve community health.

These are just a few examples of the many campaigns that utilized technology to achieve remarkable results in 2023. As technology continues to evolve, we can expect to see even more innovative and impactful campaigns emerge, pushing the boundaries of marketing and transforming how brands connect with audiences. The future of marketing is undoubtedly tech-driven, and these campaigns serve as a powerful inspiration for brands to embrace innovation and create truly unforgettable experiences.

This campaign is about:
Experiential, Electronics, Technology, Innovative Marketing Campaigns, Technology-Driven Campaigns, Product Innovation Showcase, Cutting-Edge Advertising, Immersive Experiences, AI-Powered Campaigns, Tech-Infused Marketing, Creative Branding, Digital Innovation Trends, Successful Marketing Strategies, Captivating Brand Experiences, Modern Advertising Techniques, Groundbreaking Campaigns, Audience Engagement, Digital Transformation In Marketing

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 world of fashion is constantly evolving, and so are the ways we interact with it. One brand, in particular, Diesel, has decided to take a unique and empowering stance on a common consumer behavior known as wardrobing. This intriguing approach was unveiled just ahead of New York Fashion Week last year. Diesel’s campaign, crafted in collaboration with Publicis Italy, Milan, has sparked a buzz in the fashion world, highlighting the act of buying an item, wearing it once, and then returning it. In this article, we delve into Diesel’s groundbreaking campaign, which sends a clear message – it’s okay to enjoy their clothes before returning them, all while promoting a sustainable fashion future.

The Diesel Wardrobing Campaign
Diesel’s campaign is a breath of fresh air in an industry often quick to condemn the practice of wardrobing. Instead of shunning consumers who indulge in this behavior, Diesel has chosen to embrace it, and even celebrate it. The brand’s return policy takes center stage in its global AW19 campaign, a move that’s bold, unconventional, and inarguably forward-thinking.

The campaign’s commercial, narrated with charm, spells out Diesel’s progressive return policy. As the film unfolds, we follow stylish characters who go out on the town or enjoy a meal in a restaurant, all while keeping their clothes’ labels intact. This vivid portrayal showcases the freedom Diesel’s clothing offers to its wearers. No need to tiptoe or worry about a stain – just relish the fashion experience.

A Stand Against Industry Norms
Wardrobing is a pervasive trend in today’s fashion landscape, costing the industry an average of $15 billion annually. While other retailers often frown upon this practice, Diesel has chosen a different path. By openly accepting it and crafting an entire campaign around it, the brand sends a powerful message. Diesel won’t hold a grudge against its customers for their wardrobing habits; instead, they are encouraged to enjoy their clothing to the fullest.

Empowering the Fashion Consumer
Diesel’s campaign is not just about breaking the mold; it’s also about empowering the fashion consumer. The fashion industry has a longstanding reputation for setting strict guidelines and often exuding an air of exclusivity. Diesel’s approach, on the other hand, is democratic and inclusive.

In a world where image and fashion norms often dictate our choices, Diesel invites customers to break free from these constraints. It encourages people to embrace their individuality, express themselves, and have fun with fashion. After all, why shouldn’t clothing be enjoyed to the fullest, just like any other form of self-expression?

Fashion Week and Beyond
Diesel’s campaign was strategically timed to coincide with Fashion Week events worldwide. What’s even more intriguing is the brand’s exclusive parties, accessible only to those who wore their price labels on the outside of their clothes, irrespective of the brand. This unique approach not only promotes sustainability and responsible consumer behavior but also challenges the conventions of the fashion industry.

Conclusion
Diesel’s campaign is a bold move, challenging the norms of the fashion industry by embracing wardrobing and celebrating it. This approach aligns with the brand’s vision for a more inclusive, sustainable, and enjoyable fashion experience. It empowers consumers to fully express themselves through their clothing without worrying about the stigma often associated with wardrobing. By shedding light on this common behavior and openly accepting it, Diesel has created a revolutionary approach to fashion that deserves recognition and applause. The message is clear: wear it, enjoy it, and return it if you like – Diesel has your back.

Credits
Brand: Diesel
Campaign: Enjoy Before Returning
Advertising Agency: Publicis Italia, Italy
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
General Manager: Daniela Di Maio
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Copywriter: Sébastien Rouvière
Art Director: Andrea Sarcullo
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Social Media Manager: Doina Tatu
Head of TV Production: Francesca Zazzera
TV Producer: Erica Lora Lamia
Art Buyer: Caterina Collesano, Marcella Garutti
Director: Similar But Different
Production company: Smuggler
Executive Producers: Fergus Brown, Chris Barrett
Producer: Javier Alejandro
DOP: Kaname Onoyama
Stylist: Luci Ellis
Music Production: Sizzer
Photographer/Director: Angelo Pennetta
Production Company: Art Partner
DP: Errol Rainey
Stylist: Julia Sarr-Jamois
Casting: Julia Lange
Make-up: Lotten Holmqvist
Hair: Syd Hayes
Nails: Anatole Rainey
Set Design: Alice Kirkpatrick
Choreographer: Ryan Chappell
Photographer: Roberto Badin / 1806 Agency
Production Company: 1806 Agency
Post Production: Diego Speroni / 1806 Agency
Set Designer: Martina Lucatelli

This campaign is about:
Wardrobing in fashion, Diesel return policy, Fashion industry sustainability, Diesel clothing experience, New York Fashion Week campaigns, Sustainable fashion practices, Fashion industry trends, Diesel AW19 campaign, Fashion brand innovation, fashion freedom, Diesel Enjoy Before Returning, Diesel jeans, Diesel clothing, fashion accessories

In 2023, ALTEL, the pioneering mobile operator in Kazakhstan, faced a branding challenge. It had lost touch with its Kazakh identity, resorting to foreign aesthetics and actors in its advertising. As local interest in homegrown brands surged, it became apparent that ALTEL needed a transformation to regain the hearts of its customers. This article explores how ALTEL harnessed the power of AI to revamp its image, engaging tens of thousands of its customers and boosting Google rankings.

Reconnecting with Kazakh Identity:
ALTEL realized the importance of reconnecting with its Kazakh identity. Unlike traditional approaches that focused on nature, the company embarked on a unique path. They decided to showcase Kazakhstan through its people, emphasizing the modern, innovative, and creative aspects of their customer base.

AI-Powered Selection of Brand Personas:
ALTEL faced the challenge of selecting a brand persona among millions of customers. AI stepped in during the pre-launch stage, offering customers a lifetime plan freeze in exchange for sharing their selfies. The response was overwhelming, with over 16,000 images collected.

AI Technology:
The magic happened when AI merged characteristics from thousands of these customer photos to create a collective image of the typical ALTEL subscriber. These AI-generated personas were then brought to life as 3D characters using cutting-edge MetaHuman technology.

Unique Brand Personas:
These AI-generated personas have become the face of ALTEL and feature prominently in their advertising campaigns, including videos, outdoor ads, and social media posts. ALTEL became a pioneer in taking the “AI typical customer” trend to the next level by turning these personas into true brand representatives.

Storytelling “Just Like You”:
ALTEL’s new campaigns are centered around the idea that these brand personas are “Just Like You.” This approach resonates with customers, reinforcing the brand’s connection to its clientele.

Conclusion:
ALTEL’s innovative use of AI technology not only helped the brand reconnect with its Kazakh identity but also transformed it into a trendsetter in the industry. By engaging customers through AI-driven personas and compelling storytelling, ALTEL successfully boosted its brand image and Google rankings. This case study highlights the power of AI in revitalizing a brand’s identity and customer engagement in the digital age.

This campaign is about:
Kazakhstani mobile operator, ALTEL brand identity, Local brands in Kazakhstan, AI-driven customer personas, Kazakh connection, Brand transformation, AI technology in advertising, Customer engagement

In April 2023, in San Juan, Puerto Rico, an alarming fact came to light – nearly one-third of the food purchased from supermarkets is wasted when it reaches its “use by” date, contributing to the global problem of food waste and its environmental impact. In response to this pressing issue, the innovative team at de la Cruz Ogilvy, in collaboration with their client SuperMax, developed Reusables – a cutting-edge technology that transforms the concept of “use by” into “use for” the environment.

Using the power of Augmented Reality (A.R.) and computer vision, the team at de la Cruz Ogilvy created a social filter for SuperMax products that have a second use even after their “use by” date has passed. Through image recognition technology and a convolutional neural network, the team was able to identify the products and train the labels using a Machine Learning process, effectively “hacking” the products and showcasing their alternative uses for the planet. Rafael Reina, leader of the Reusables project, stated, “We spent a year developing it to make it easily accessible on all Meta Spark platforms and open source on www.reusables.ai, where it is free to use for everyone.”

The Reusables program not only aims to give a second life to food products but also highlights the potential of reusing packaging materials. What makes this initiative even more groundbreaking is that it is the first time an Instagram filter has been utilized to convey a message and educate people about a problem that is not only specific to Puerto Rico, but a global concern.

Carlos Thompson, President of de la Cruz Ogilvy, emphasized the role of technology in identifying valuable resources and proposing innovative solutions. He stated, “Technology was our best ally in the process of identifying a valuable resource. We wanted to propose an innovative solution by leveraging technological innovation. What could be better than identifying something as universal and accessible as a mobile phone? We bet on it and we can see the results in Reusables.”

Jorge Hernández, President of SuperMax, also expressed enthusiasm for this new educational tool as part of their commitment to innovation in serving their customers. He said, “The topic of recycling and reusing materials or products as an alternative to reducing environmental pollution is one that we are very interested in. We are aware that many people don’t have information about the possibilities of reuse for some materials due to a lack of access to high-impact programs. That’s why we are very excited about this new educational tool that is part of our commitment to innovation in serving our customers.”

This marks the beginning of a movement that seeks to involve more brands in this creative solution to address the global issue of food waste and environmental sustainability.

Credits
Client: SuperMax – Website
Agency: de la Cruz Ogilvy
Rafael Reina: CCO
Carlos Thompson: Group President
Nánel Rodríguez: Director of Innovations / ACD
Adriana Álvarez: ACD
Andrés Cifuentes: Head of Digital Art
Gabriel Rodríguez: Director of Technology
Ity Vega: Director of Public Relations
Jacinto Montú: Head of Programming Unicorn
Enrique García Thompson: Jr. Strategic Planner
Cristina Rodríguez: Content Strategist
Mónica Escribano: Digital Connections Executive
Yarelis Pérez: Client Business Director
Eduardo Sánchez: Client Business Manager
Fernando Álvarez: Senior Art Director
Iván Merced: Food Merchandising Manager
Kidany Delgado: Assistant Marketing Manager
Luis Romero: Content Producer
Marirose Acevedo: Head of Investment Media & Corporate Strategy
Amalia Concepción: Media Planner
Charito Head of Integrated Media & Analytics
Luther Media: Post Production

According to the World Health Organization, at least 840 million people around the world are without access to electricity, hindering their ability to work beyond daylight hours, carry out essential tasks and stay connected to the wider world. With electricity demand expected to increase by 70% by 2035, and traditional fossil fuels estimated to be depleted in the next 52 years, a solution is urgently needed.

Wunderman Thompson Colombia and renewable energy start-up E-Dina collaborated on WaterLight, a device that provides 45 days of light using only salt-water. This device, is also capable of charging small appliances such as a cell phone or a radio via a USB port. Perfectly suited to seawater, the device also responds to fresh water mixed with salt and even – in emergency situations – urine. The Wayúu’s cultural heritage is further reflected in the waterproof design. Decorated with traditional patterns of power, the wooden surface draws inspiration from the ancient art of ‘Kanas’ weaving, with stylised geometric figures representing the sea, fauna and flora of the natural environment. Meanwhile the strap, created by a ‘Eünün’ – the craftswomen of the community – stays faithful to its artisan roots. WaterLight has been created as a long-lasting, 100% recyclable product. Designed to function for 5,600 hours – which equates to over 230 days or 2 to 3 years of use.

Credits
Agency: Wunderman Thompson
Campaign: WaterLight

Challenge
GSK’s products and solutions help people across Mexico fight the cold and flu season. But the most complex issue is being able to predict the right time to communicate with customers, highlight the problems, and mitigate the risks associated with the spread of the disease. This silent, invisible condition can slow down the economy and put lives at risk.

Inspiration
Cold and flu season has become a significant public health problem in Mexico. In 2018 alone, more than 23.8 million acute respiratory infections and 500 deaths were due to influenza.

Given that artificial intelligence and predictive data modelling has enabled business and industries all over the world to accurately predict future states and influence positive behavioural change in real-time, could the creative application of data inspire the most impactful use of messaging as a solution to ultimately save lives?

Idea
GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Leveraging eight years of infection data from the National Institute of Epidemiology, they layered in weather data from more than 80 cities, considering over 50 variables such as temperature, weather, humidity, etc. and analysing word trends in Google searches geolocating social media activity related to flu symptoms. This enabled us to accurately and efficiently deploy GSK’s Theraflu product messaging and customer experiences across Mexico precisely the right moment ahead of the approaching disease.

Credits
Brand:GSK
Product: Flu-Tracker
Campaign: Theraflu Tracker
Agency: Wunderman Thompson

Tags: Innovation, Pharmaceutical, Data, Creative Commerce, Technology, Location, Mobile, Wunderman, Wunderman Thompson, Mexico, Latina, GSK, Experience, Award-Winning, Theraflu, flu tracker, Health

Campaign by Knowit starring DICK – the first all-male voice assistant to draw attention to the inequality in the tech industry.

Credits
Format: Digital Film
Categories: Agency Self-Promo
Tags: Electronics, Technology, Media, Voice Assistant, Artificial Intelligence, Gender Stereotyping

 

 
B honey, proudly Aussie-owned and sourced by Bega Cheese Limited, is committed to supporting the local honey industry by helping protect honey bees (Apis mellifera) from the significant threat of Varroa Destructor (Varroa mite) arriving in Australia. Varroa destructor is a tiny mite that is crippling honey bee colonies worldwide, which could have a devastating effect on our honey industry and Australian agriculture more broadly.

Australia is the only populated continent globally that the Varroa destructor has not impacted, but its potential arrival in Australia is a real threat. If Varroa destructor were to establish itself here in Australia, it could have a devastating effect on our honey and pollination dependant industries.
 

It is estimated that one in three mouthfuls of food that Australians consume relies on bee pollination.

The Varroa mite is a tiny mite that attaches itself to honey bees and honey bee brood to the detriment of the honey bee and the colony. The Varroa mite is also known to transmit viruses amongst honey bees which can cause defects to the honey bee.

The Purple Hive Project has been developed to monitor and send real-time alerts to beekeepers and biosecurity if a Varroa mite is detected, allowing them to quarantine the hive and remove the Varroa mite to help protect Australia.

Credits
Client: Bega Foods
Product: B-Honey
Advertising Campaign: Purple Hive Project
Agency: Thinkerbell
Media: Innovation
Country: Australia
Category: Outdoor Innovation

Challenge:
Paris is the most congested city in Europe. Every day, it’s paralyzed by more than 200 km of traffic – and during the strikes in 2019, when there were no Metro or RER trains, this figure reached 700 km. Doctors must navigate this traffic to get to intervention sites, and it’s estimated that every minute lost is 10% less chance of survival – making reaction time crucial.

Inspiration:
How can doctors respond to a medical emergency if they cannot travel or will arrive too late? Why not develop an innovative mode of transport that will save them valuable time to get to intervention sites?

Idea:
Wunderman Thompson Paris partnered with Ecox, the electric bike specialists, to design a bicycle (Emergency Bikes) to help doctors navigate the city faster than any other vehicle and reduce response times to medical emergencies. More than an electric bike, it’s the city’s first medical vehicle designed to meet the needs of doctors. Custom built in the workshops of Ecox; Emergency Bikes feature technologies specified by doctors in the field.

Growth:
Able to carry a complete medical equipment kit, navigate traffic jams and park easily, Emergency Bikes allow doctors to reach intervention sites twice as quickly. They’re also environmental friendly vehicles.

Emergency Bikes are a mobile medical practice that’s constantly improving. Since its launch with doctors from the Paris Medical Emergencies organization, Ecox has received requests from many other medical services to create Emergency Bikes tailored to their needs.

Awards Won:
Clio Awards 2021, Epica Awards 2020, Best Ads On TV

Credits
Client: Ecox
Agency: Wunderman Thompson, Paris

Radio LETI BIT is the first online radio station where the music is created by the sculpture itself, weather conditions, and complex neural network algorithms. The sculpture is modeled like a radio, from which 144 fine rods emerge, ranging in height from 4 – 5 meters and visually reminiscent of human DNA. When it’s windy the rods touch and create a sound.

Inside the monument is a computer with neural networks and piezoelectric transducers that measure the oscillation of the rods. Based on the range of oscillations artificial intelligence, just like a composer with a huge base of sounds at their disposal creates a musical composition which can be heard right on the spot by using the audio columns built into the structure itself or in any part of the world by tuning into the online radio station letibit.ru. The wind is such that just like the music, the variations are endless, and therefore it never repeats itself.

Credits
Campaign: Radio LETI BIT
Advertiser: Saint Petersburg Electrotechnical University
Advertising Agency: Decembrist, St.Petersburg, Russia
Production: Cooldown
Photographer: Sergey Melnikov