As AI imagery takes over this week, LBB’s Nisna Mahtani shares the campaigns that use artificial intelligence software to create unique creative statements for brands
Continuing in a year full of trends such as the metaverse, cryptocurrency, blockchain and more, this week focuses on the truly visual creative aspect; AI-generated imagery, namely from software such as DALL·E 2, Deep Dream Generator, Midjourney and so on.
In Heinz’s newest spot, the condiment company built on its previous ‘Draw Ketchup’ campaign, by agency Rethink, and worked with them again, typing prompts into AI image generator DALL·E 2, and that prompt has to be ‘ketchup’. As Heinz puts it, the results show that “Even AI Knows That Ketchup Is Heinz”. Trying several variations of the ketchup prompts, such as ‘ketchup impressionism’, ‘ketchup street art’, ‘ketchup stained glass’ and more, Heinz further solidifies its place as the most widely-recognised ketchup brand there is, by showing the resulting artwork that resembles its branding.
Similarly on the AI trend, Usher collaborates with Rémy Martin and FRED & FARID New York to create a limited edition bottle, which features an AI-generated image of his musical vocabulary, to describe the taste of cognac. Also, ITV and Uncommon creative studios speak to parents to discuss teen mental health, in its latest campaign which explores what we say versus what we actually mean. Amazon Books, Heineken, Rosetta Stone, Natwest and the beauty pageant 'Miss Lebanon' also feature in the week's best creativity.
Creative agency Rethink and The Kraft Heinz Company start off this week’s list with their ‘A.I. Ketchup’ campaign. Using AI-generated imagery, the spot plays on Heinz’s iconic logo and bottles by asking the question: ‘What would AI draw if you typed in 'ketchup'?’.
A continuation of last year’s 'Draw Ketchup' campaign - where Heinz anonymously asked people to ‘draw ketchup’, and people drew Heinz - the food giant hedged is bets once more. Turning to AI image generators, Heinz prompted the software with phrases such as ‘ketchup impressionism’, ‘ketchup street art’ and ‘ketchup stained glass’. Turns out, even AI knows that when it comes to ketchup, it has to be Heinz.
Next up, ITV and Uncommon creative studio have created ‘Britain Get Talking’, a film encouraging parents to talk to their children and support them through a growing teen mental health crisis. As a shocking statistic revealed that over half of young people suffer from anxiety and 400,000 are being treated for mental health problems, the British TV broadcaster tackles this issue head on.
The spot explores the relationship between a girl and her father, as they navigate through her difficult school day. As she says she’s ‘fine’, her body language and the subtitles on screen suggest otherwise. Encouraging an open line of communication, the campaign aims to support parents with a positive message that they can get through and support their children going through difficult situations.
In another AI-related campaign, Usher collaborates with Rémy Martin in this campaign by FRED & FARID New York, which uses computer-generated imagery in a new way. With Usher’s wide song writing vocabulary, the cognac brand had the singer describe the flavour notes and profile of the whiskey drink. Using these words to inform AI image generating software, they created a new, limited-edition label for the brand. With 50 of these unique pieces available as NFT’s, the words used to describe the flavour profile included toasted bread, vanilla and brioche.
Through a mixed media experience, Amazon Books and Droga5 London transport readers into a world of reading in its new spot. The campaign, running across the UK and US markets, features different genres of books, depicted through various animation styles, visual effects and clever editing as the words on the page come alive for readers across the world. ‘That Reading Feeling Awaits’, and Amazon Books want you to delve deeper into it.
In midtown Manhattan, passers-by looked on at buildings, late at night, with lights on as they read 'Overworking? The Closer can help'. In the campaign by Heineken and Publicis Italy, the statement projection is part of Heineken’s ‘The Closer’ campaign, which saw the beer brand launch an outlandish, high-tech bottle opener, designed to immediately shut all work applications when used. The campaign is being used to spark a conversation about the importance of resisting societal pressures to be in a constant state of work.
This week, language learning company Rosetta Stone asked, ‘Is there a word for that?’. In the campaign from Duncan Channon, 'There’s a Word for That', reintroduces Rosetta Stone as a modern language learning brand to rival the language learning apps and alternatives of its competition. Featuring phrases in Filipino, German and of course, English, the campaign is a light-hearted take on finding words to describable the 'indescribable'... well, at least in your native tongue.
Featuring Lady Leshurr and Gwen Stefani's 'What You Waiting For', NatWest and The&Partnership encourage financial confidence and organisation in the campaign titled ‘Tomorrow Begins Today’. Launching during the ad break of the TV show Love Island, the campaign targets people of all ages, is full of energy, colour and vibrancy, and encourages viewers to make positive financial decisions.
In this week’s final pick, Impact BBDO and Lebanon's national beauty pageant present '#WeMissLebanon', celebrating women who fight for and celebrate the country during this time of crisis. With the return of the 'Miss Lebanon' pageant, the platform celebrated Lebanese women who do their best to support the community, speak up against injustice and celebrate Lebanon for all the good the country has to offer.