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Leo Burnett Creative Team Go From “Yes You Could” to “Yes You Can”

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Will this unbelievable gadget end up replacing creative directors? Probably not...

Leo Burnett Creative Team Go From “Yes You Could” to “Yes You Can”

International team Serezha Shabrov (Leo Burnett Moscow) and Rupert Runewitsch (Leo Burnett San Francisco) introduce The Can — the ultimate gadget for creative industry that helps evaluate ideas before investing time and other resources in execution and sharing them with anyone.

Based on the latest research in complex data sets analysis, The Can is designed to assist creative directors in their jobs. And maybe eventually replace them.

Today both creatives and clients have access to huge number of creative databases, but still haven’t figured out a convenient way to use their power. That’s the reason that drove the creatives from Leo Burnett to develop The Can.



Based on the latest research in complex data sets analysis, The Can is designed to assist creative directors in their jobs, and maybe eventually replace them.

The formula is simple: research, evaluate, score: Research (The Can uses neural network algorithms to analyse big data from major creative databases, such as of Ads of the World, Coloribus and Adeevee); Evaluate (upload your ideas via mobile app or feed The Can with sketches using advanced optical recognition); Score (learn about the potential of your idea before presenting to creative director or submitting to festivals).

The Can project is led by two creative minds with many years of experience in interactive advertising. The project has been already in development for two years and now they are ready to show it to the public.

Serezha Shabrov, head of interactive, Leo Burnett Moscow, explains: “So what happens when you present The Can your idea? It uses its vast knowledge of advertising and proprietary algorithms to score your concept and give scores based on a few attributes: originality, brand relevance, engagement and awards potential. Touch the screen to select a festival and The Can will try to anticipate the potential result.”

Rupert Runewitsch, head of social and mobile, Leo Burnett North America, adds: “The Can, is exactly the kind of technology that the industry has been waiting for. We are now able to streamline the creative process and be super efficient with our output, with just a few clicks of a button. We are all very excited about what The Can will bring home.”

To find out more about The Can project, visit thecan.io. There you can also join the beta test and try out The Can before its public release.

Participate in the test by choosing campaigns that will get the most awards at the Cannes Lions this year, compare your results to those of The Can and get rewarded with a delegate pass to the next year’s show.

Launching late this year, they now invite you to beta-test it before the official release: http://thecan.io/voting.html

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Leo Burnett Worldwide, Tue, 16 Jun 2015 01:44:45 GMT