e CLASS LESSONS ON AI MARKETING -...

A White Paper by KurioPublished 22.11.2018

WORLD- CLASS LESSONS ON AI MARKETING A research on the winning AI campaigns of Cannes Lions 2018

41 case studies inside

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A research on the winning AI campaigns of Cannes Lions 2018

FOREWORD

AI takes center stage at Cannes Lions

Combining human creativity with computational power provides endless possibili-ties. Looking at this year’s Cannes Lions winning campaigns, it is clear that market-

ers not only love to use data and artificial intelligence for better campaign targeting, but that they have also understood the power of AI as a basis for the ideas behind their campaigns. This balance between the science and art of marketing was a hot topic at the 2018 Cannes Lions Festival, too. Another big theme at this year’s key-notes was AI’s role in the creative relationship between brands and their agencies. A new field needs not only new understanding from all parties involved, but also

seamless collaboration, from ideation to execution.

The goal of this research is to continue where the previous research left off: to set an even better standard for successful use of AI in marketing -- and show how col-

laboration with machine can flourish in the most creative lines of work, too.

Helsinki, November 2018

TOMMI OPAS

CEO & Partner Kurio

@tommiopas

JARI LÄHDEVUORI

Creative Director & Partner Kurio

@jarilahdevuori

ELLI TUOMINEN

Strategy Director & PartnerKurio

@ellituominen

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CONTENTS

Executive Summary.. ...................................................... 3A Brief AI Definition ...................................................... 5Framework for Research .............................................. 6Findings ............................................................................. 7Insights ............................................................................ 10

Gallery: Winning AI Campaigns ........................... 14-58“Message” Cases ...........................................................14“Idea” Cases ..................................................................20“Execution” Cases ....................................................... 40Appendix: List of Winning Campaigns .................... 59

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Cannes Lions 2018 winners were analysed using message-idea-execution framework743

EXECUTIVE SUMMARY

of the winners had AI as a part of the campaign10%The amount of AI winners rose from 7% in 2017, and 4% in 2016

of the AI campaigns had AI as the key element of the campaign, and 19% of them had AI at some degree81% of AI winners exploited AI-based automation in the campaign, 40% used AI-based data analysis and 24% machine learning.

60% The main tool of AI usage was voice recognition (28%),the no. 2 was text analysis (18%) and the no. 3 was computer vision (14%)

of AI winners combined AI with social media data or platforms 15%

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“AI is like what the internet was in… 1987,

but beyond. So imagine what people thought

the internet would be in 1987 to what it actually

is today.”

Will.I.AM / Rapper, Producer, and Philanthropist

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A BRIEF AI DEFINITION

Artificial intelligence is a philosophy, science and a group of computational technol-ogies that attempts to develop computational models of human processes. These processes include thinking, sensing, reasoning, learning as well as performing crea-

tive acts such as developing creative advertising and marketing campaigns.

In the last few years artificial intelligence has been harnessed by marketing and ad-vertising industry and more specifically advertising creatives in agencies to produce

campaigns that combine technology and human creativity in a way that has trans-formed traditional advertising. By combining human creative insight and powerful

computational models agencies and advertisers can develop and produce cam-paigns that are smarter, more relevant, efficient and useful for the receiver.

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Three elements can be identified from every marketing campaign; a message, an idea and an execution. In order to find universally applicable insights from the winning campaigns, we used the Message-Idea-Execution framework (see the image 1 below), adapted from the PhD thesis on artificial intelligence in creativity by Tommi Opas, CEO of Kurio.

All these three elements can be identified separately. The message reflects the attributes the marketer wants to communicate to the consumer (Nelson, 1974). It succinctly captures the intended message of the campaign in the form of a single sentence from the communicational objectives. The idea, too, is a separate element, independent of the message or the execution. As a result, the final creative prod-uct, as in the campaign itself, cannot be the idea. (Opas 2008.) The idea is some-thing triggered by the message and something that can then be processed into a final creative product or execution (Hirschman 1989). The execution, however, is a description about how the idea is produced into a final creative product such as a marketing campaign (Opas 2008).

By applying the Message-Idea-Execution framework to analyse Cannes Lions winners (see appendix 1), we observed that AI is used creatively in different parts of mar-keting campaigns. Artificial intelligence is all about making machines think and work like humans and replacing the routine work and gradually even the creative-thinking with machines, so it is certainly interesting to investigate which parts of marketing campaign processes and marketers’ work are the first ones to gain from this post- industrial revolution – and on a grimmer note, which are the ones replaced with AI first.

THE FRAMEWORK

ExecutionThe idea as a final creative product (mobile, tv, radio,

outdoor campaign etc.)

MessageMain goal of commu-

nication in a marketing campaign expressed as

a single sentence

IdeaAn interesting and

creative way to communicate the

message to the target audience

Image 1: The Message-Idea-Execution framework (CC Tommi Opas 2008)

Hirschman, E. (1989). Role-based models of advertising creation and production. Journal of Advertising, 18(4), 42–53. // Nelson, P. (1974) Advertising as information. The Journal of Political Economy, 82(4), 729–754. // Opas, T. (2008) An investigation into the development of a creativity support tool for advertising. PhD Thesis. Auckland University of Technology, New Zealand.

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Using the Message-Idea-Execution framework, we analysed the winning campaigns of Cannes Lions 2018 in order to find the ones that used AI in some part of their campaign. The goal of our research has always been to find the key elements that led to the most success in using AI in marketing.

Our sample consists of 743 campaigns, which were the winners of the following 23 catego-ries: Design Lions, Film Lions, Mobile Lions, Outdoor Lions, Print & Publishing Lions, Radio & Audio Lions, Titanium Lions, Digital Craft Lions, Film Craft Lions, Industry Craft Lions, Brand Experience & Activation Lions, Creative eCommerce Lions, Innovation Lions, Prod-uct Design Lions, Creative Data Lions, Direct Lions, Media Lions, PR Lions, Social & Influ-encer Lions, Glass: The Lion For Change, Grand Prix For Good, Sustainable Development Goals Lion and Creative Effectiveness Lions. Lions Health and Wellness, Pharma Lions, Lions Entertainment and Entertainment Lions for Music were left out since they would’ve skewed our sample.

10% of the winners (a total of 72) exploited artificial intelligence in their campaigns. 81% of them had AI as the key element of the campaign, and 19% of them had AI at some degree. It should be mentioned that in previous year (2017) 7% used artificial intelligence; 88% of them had AI as the key element of the campaign, and 12% of them had AI at some degree. In 2016 the percentage of AI campaigns was only 4% (a total of 34), so the number of cam-paigns that exploited AI has more than doubled within two years.

FINDINGS

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8

32 32

Message Idea Execution

Image 2: Message-Idea-Execution framework phases in Cannes Lions 2018 AI winners (campaigns in columns, awards below).

0 2

1 6

3 17

22 27

3 6

23 44

With the help of the framework, we analysed in which phase of the framework – message, idea or execution – AI was used in the award-winning campaigns. Using a weighted scale (4x for GP, 3x for Gold, etc.), we calculated the success of each phase of the framework (see the image 2 above).

Measured in the awards received in Cannes Lions 2018, phases “Idea” and “Execution” were equally common when AI was used in campaigns – in both phases, 32 campaigns (each 44% of the total) exploited AI. “Idea” phase scored higher with 134 points. Last year there were 21 campaigns (35%) of the “Idea” phase, with a total score of 116 points, so there is a notable increase with the use of AI in the phase “Idea”. In 2016 only two (6%) of the AI campaigns used artificial intelligence in the “Idea” phase.

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Last year (2017) the phase “Execution” was overwhelmingly the most common one, with 192 points. This time, in 2018, the amount of points was 120 in the “Execution” phase. In 2017, the phase “Execution” was the role with the most individual awarded campaigns, a 34 of them in total (57% of all campaigns). “Execution” was also the biggest winner in 2016 with 109 points (31 campaigns, 91% of total). In light of these numbers the “Execution” part isn’t so overpowering anymore. As AI has become more prominent in all fields of business, so has its role at the core of the idea in marketing campaigns.

As in 2017, “Message” phase was the least common phase in 2018 Cannes Lions with 14 points, a slight increase from last year’s 11 points. The amount of campaigns that exploited AI in the phase “Message” was 8 (11%). In 2017 the amount was 5 (8%), and in 2016 only one (3%) of the AI campaigns used artificial intelligence in the “Message” phase.

2017 20182016

1 2

31

8

32 32

5

21

34

Message – Idea – Execution

Image 3: Message-Idea-Execution framework phases per Cannes Lions AI winning campaigns 2016-2018

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Marketers are learning to harness AI The numbers are growing steadily year-over-year. This year 10% of all Cannes Lions winners utilized artificial intelligence in their campaign, up from 7% in 2017 and 4% in 2016. The rise is gradual, not gargantuan, but the trend is clear.

The most interesting finding this year is not the sheer number of AI cases, but the type of campaigns. Or more clearly: the way in which AI has been used in creating the campaign. The creative community has evolved from using AI as “the new shiny toy” and learned to think from the AI point-of-view. In previous years AI was mainly a tool to execute the ideas with. This years’ winners show that it is much more than that. AI can and should be incorpo-rated into the idea itself, and that is what has been done in the best campaigns around the world. In 2018 there were as many winners utilizing AI as an executional tool as there were those that engrained it into the core idea of the campaign.

The three core onesAI-based AUTOMATION was the most common way of exploiting AIArtificial intelligence systems are not just automating many processes, but also making them more efficient: automation is enabling people and machines to work collaboratively in novel ways. In doing so, they are changing the very nature of work, requiring us to manage our operations and employees in dramatically different ways. (Daugherty & Wilson 2018.) It has been predicted that by 2025, artificial intelligence, automation and robotics will replace 7% (or 22.7 million) jobs in the US alone (Nott 2018, 1). The good news is that AI and auto-mation will eliminate the most mundane tasks, freeing marketers to think more strategically and creatively.

A great example of AI-based automation utilization can be seen in Reclame Aqui’s “The Canceller” campaign. IBM Watson's artificial intelligence, Amazon's digital assistant Alexa and Google Cloud were combined to create a powerful robot that, for the very first time, is able to cancel any service automatically. In an unprecedented project, the artificial intelli-gence was used to the benefit of consumers. Not passively, but actively.

The huge one

INSIGHTS

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AI-based DATA ANALYSIS helps making sense of large data chunksIncreased automation in data analysis provides faster, more reliable, more complex and more personalized analysis with little or no human intervention. A total of 29 of the AI cam-paigns (40%) exploited AI-driven data analysis.

One of the most successful and creative way of using AI-based data analysis was seen on PFLAG Canada’s “Destination Pride” campaign. At the heart of this project was a dynamic data visualization. Each bar of the Pride flag becomes the bar of a chart, each measuring a different aspect of LGBTQ+ acceptance in various countries, including marriage equality and gender identity protections.

Still a lot to learn in MACHINE LEARNINGArtificial intelligence is able to learn from example data or past experience (Agrawal et al. 2017, 23). The more data a machine receives, the smarter and more accurate it gets with whatever human task it has been designated to do. 24% of AI winning campaigns men-tioned machine learning.

One of the machine learning-based campaigns (that also utilized more complex, advanced deep learning technologies) was The ALS Association’s “Project Revoice” campaign. Pro-ject Revoice gives people with ALS the ability to speak freely and naturally in their own voice, even after they can't physically speak. Project Revoice uses a unique deep learning algorithm to analyze recorded audio data and create a complete digital clone of a person's voice. A custom machine learning algorithm can analyze the unique characteristics (or the “DNA”) of a voice - including tone, pitch and inflections.

Another example of machine learning came from “Draw to Art”, Google’s new experience that uses machine learning to match doodles to drawings, paintings and sculptures from museums around the world. Using machine learning, the team trained a deep neural net-work to recognize visual features in doodles, like shapes, lines and perspectives. The best matches are then presented to the user who can help teach the neural network by rating the matches to help improve the results for everyone.

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The three technological ones28% of AI winners used VOICE RECOGNITIONLike in 2017, there were also AI winners that attempted to “hack” AI platforms and used their qualities, such as voice recognition. For example, the Direct Grand Prix winner “Wel-come Home” by Apple. “Welcome Home” demonstrates the immersive listening experience HomePod can deliver in any home.

David Sheldrick Wildlife Trust’s campaign “Hello in Elephant” used also the combination of voice recognition and AI. Powered by four decades of research into elephant communica-tion, it uses artificial intelligence and voice recognition technology to translate voice, text and emoji into the corresponding elephant emotion or expression.

18% of AI winners utilized AI-based TEXT ANALYSIS Text analysis is a way for computers to analyze, understand, derive meaning and create text from human language in a smart and useful way. In “Making the World Accessible, Dot by Dot.” campaign, Dot presents a way to give the visually impaired access to mobile commu-nication with the first Braille smartwatch Dot Mini. It makes any digital context accessible through the innovative AI Dot Translation Engine.

14% of AI winners had COMPUTER VISION as part of their campaignComputer vision is linked closely with artificial intelligence as the computer must interpret what it sees, and then perform appropriate analysis or act accordingly. Computer vision works on enabling computers to see, identify and process images in the same way that human vision does, and then provide appropriate output. (Techopedia Inc., 2018.)

In Nissan’s “Follow the Ball” campaign, rather than merely telling how Nissan's Intelligent Mobility works, it has been applied to a billboard. By tapping into Nissan’s Moving Object Detection Technology, computer vision cameras were positioned to follow the game. They tracked the ball and then that data was processed and transmitted in real time to the LED panels along the field, making Nissan’s car literally follow the ball and always move to the right place at the right time. Everyone who was watching the ball was also looking at the car, including fans, photographers, and TV cameras.

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Agrawal, A. K. – Gans, J. S. – Goldfarb, A. (2017) What to expect from artificial intelligence. MIT Sloan Management Review, 58(3), 23–27. // Beck, M. – Libert, B. (2017) AI may soon replace even the most elite consultants. Harvard Business Review, 2–6. // Daugherty, P. R. – Wilson, J. H. (2018) Human + Machine: Reimagining Work in the Age of AI. Harvard Business Review Press., Boston. // LBB Ltd. (2018) What we learned about AI at Cannes 2017, https://lbbonline.com/news/what-we-learned-about-ai-at-cannes-2017 // Nott, G. (2018) CIO, 6/18/2018, 1. // McCracken, H. (2017) The great AI war of 2018. Fast Company, (220), 64–73. // Morgan, F. (2015) AI will light a fire under advertising, but creativity will remain the spark. Campaign, 15. // Pophal, L. (2015) Content marketers and the impact of AI. Econtent, 40(4), 6–10. // Preimesberger, C. (2017) Predictions 2018: How chatbots, AI will lead CX to new heights. eWeek, 12/21/2017, 1. // Techopedia Inc., 2018, https://www.techopedia.com/definition/32309/computer-vision

The three questions

What will AI mean to marketing agencies in the perspective of creativity?AI will be the biggest change in the way marketing agencies do creative work. AI won’t replace the human creative thinking – at least not in the near future – but it surely will allow bringing creative works in whole new levels and broaden them in territories that creative workers wouldn’t think of before. AI will not mean the death of creativity in marketing agen-cies. On the contrary, the use of AI allows creative workers do creative campaigns that no human could have done without technology as an enabler. Combining artificial intelligence and human intelligence, many new possibilities of executing creative work will open (Beck & Libert 2017, 5; Morgan 2015, 15).

What will AI mean in the perspective of clients?Many are using AI, but they just don’t know it. Additionally, what many companies are calling AI today, aren't necessarily so. So, the customers need to know at least the basics of AI in order them to know what they are dealing with, and that they really buy services from agencies that indeed represent artificial intelligence. Increased demand for tech talent has emerged.

What will AI mean for Cannes Lions in the perspective of the awards?Human creativity is still winning over innovation and technology with AI in its current ca-pabilities. This may change quickly. In 2018, many Cannes Lions talks handled the question of AI-based creativity. AI has taken the center stage at Cannes Lions – and also finally in digital marketing. Let’s embrace it while it’s still humans receiving the awards at the Palais.

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CASE GALLERY FOR "MESSAGE" PHASE

Description of the phase:Main goal of communication in a marketing campaign expressed

as a single sentence.

Winning campaign categories:Cyber, PR, Media, Creative Data,

Digital Craft, Product Design

The way of using AI:Algorithm, data-analysis, robotics, deep learning, machine learning, text analysis, facial recognition,

automation

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Alexa loses her voice – Amazon Message:

Demonstrating what it’s like to live without consumers’ favorite AI – no matter the competition, there’s only one Alexa.

Campaign description:How to prove the irreplaceable value of Alexa’s voice? By taking her voice away.

Alexa was reprogrammed to lose her voice so that millions of Americans could experience the fantasy of Super Bowl commercial for real, right in their home. To show that no one could replace Alexa, a variety of celebrities like Cardi B, Gordon Ramsay, Rebel Wilson and Anthony Hopkins were asked to fill in for her. They all failed miserably. This was a first-of-its kind national interactive campaign involving millions of Alexa users and their

devices during the biggest sporting event of the year.

Outcome:The ‘Alexa loses her voice’ was the most talked about campaign the week leading up to the

Super Bowl – earning over 1.5 Billion media impressions. The spot was viewed over 43M times and was the most talked about campaign on Twitter the same week, with 720K mentions. Intent to purchase Alexa increased 4% vs pre-campaign and perception of Amazon Echo

having ‘Many uses in everyday life’ improved 5%.

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Christmas 2117 – Edeka Zentrale AG & Co. Kg

Message: How a world where AI has taken over control looks and sounds like.

Campaign description:There is a worldwide on-going discussion in our society about rapid technological develop-ments and its consequences. Everyone’s talking about AI. Some celebrating it. Many fearing it. The German supermarket EDEKA wanted to use the global relevance of the topic for a

Christmas movie that combines modern technology and old traditions.

Outcome:943 postings on social media, 188 million reach, 25.000 engagement, 113 articles, 58,5 million

contacts, 966.000 euro equivalent advertising value.

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Draw To Art – Google Message:

Machine learning can be used to fulfill a simple but endless goal: offering a whole new way for anyone to discover art in any cultural space.

Campaign description:Using machine learning, a deep neural network was trained to recognize visual features in doodles, like shapes, lines and perspectives. It was also trained to recognize the same fea-

tures in paintings, sketches and sculptures from the collection so Draw to Art can associate doodles to similar works of art from museums around the world. With Draw to Art, every-one can now use their own creativity to discover artworks from the Google Arts & Culture

collection in a whole new way.

Outcome:Draw to Art was unveiled to museum partners and influencers on the 5th of March in the

Google Cultural Institute lab in Paris where it’s now permanently installed and is used daily by visitors who ranges from international politicians to school children. Visitors spend 10

min+ on average using the easels.

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Moments – VolvoMessage:

New AI technology can literally save lives.

Campaign description:In the launch film for the New Volvo XC60 – one of the safest cars ever made – Volvo cele-brate everything that can happen in life, when accidents don’t. Everything is leading up to a critical moment towards the end of the film. An accident is about to happen, but Volvo’s

City Safety system recognizes the little girl and brakes the car automatically.

Outcome:On YouTube alone, the video has more than 1MM views.

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The Rock x Siri: Dominate the Day – Apple

Message: The voice-assistant category has become one of the hottest battlegrounds in tech – Apple’s

Siri is making iPhone owners more productive.

Campaign description:Siri can make anyone more productive. And to prove it, Siri was paired with Dwayne “The Rock” Johnson, the world’s busiest actor/producer/wrestler/entrepreneur for the busiest

day in history. In Apple’s centerpiece short film, The Rock uses Siri to propel himself to even greater heights of absurd productivity. "Dominate the Day" was the first film launched through

a custom Siri command that triggered the film to play on iPhone.

Outcome:Tens of millions of iPhone owners tried the custom Siri command, driving to over 217 million

views of the film through mobile devices. The long form film became one of the most watched ads of 2017 without ever running on TV. The campaign led to a 12-month high in interest

around Siri and a higher likelihood for people to describe Siri positively. Most important, the campaign drove an average of 185 million new Siri requests per week—and people kept using Siri, even after the campaign ended, which goes to show that “Dominate the Day” didn’t just

cut through the clutter, it drove behavior.

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CASE GALLERY FOR "IDEA" PHASE

Description of the phase:An interesting and creative way to communicate

the message to the target audience.

Winning campaign categories:Mobile, Digital Graft, Direct, Sustainable Deve-lopment Goals, Design, Product Design, Brand Experience & Activation, Outdoor, Film, Film

craft, Titanium, PR, Innovation, Media, Titanium, Social & Influencer, Creative Data, Industry

Craft, Creative eCommerce

The way of using AI:Automation, Internet of Things, speech/voice

recognition, data analysis, machine learning, al-gorithms, computer vision, text analysis, smart

search, smart targeting, chatbots, face recognition, robotics, image recognition

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24/7 Newscaster – Ntt Docomo, Inc.Idea:

Real magazines are slow in spreading information, causing magazines to miss out on chances to be read.

Campaign description:“d magazine”, Japan’s largest magazine subscription app, challenged to restore value to

magazines as a news medium. The campaign set to create video news right after ‘d maga-zine’ published the latest articles. Japan’s No.1 influencer Naomi Watanabe was used as a

newscaster to reach the target audience. Since she is extremely busy, it wouldn’t have been possible to create videos at the pace of news. Thus, a system that enables to create videos without shooting was developed using data extracted from her. This real time video genera-

tion system made it possible to reach our audience with the latest real-time news.

Outcome:In seven weeks, 26 videos and 156 banners were made. 240 million people saw the cam-paign’s news, and video completion rate was 342% over the average. By delivering the

latest magazine articles as news bulletins, the information value of magazines was successfully boosted.

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Black Future Social Club – NetflixIdea:

A world full of bots and internet-of-things isn’t that far in the future.

Campaign description:To launch the 4th season of Netflix’s Black Mirror, an unprecedented social experiment was conducted: the campaign imagined what an extra episode of the series would look like and it was turned into a real-life experience. For 2 days, a unique restaurant in which the guests’ influence on social networks decided if they could get in or not, how much they could eat and how long did they get to stay was created. By turning their social footprint into real

world currency, guests were forced to question their relationship with technology and the social world.

Outcome:2.300 people attended the event at the Club, sharing social contents with their followers

for a total audience of more than 15M users. Since the experience was built around the use of Instagram, the campaign generated an incredible number of interactions, such as pic-

tures and live stories, making the event trending topic on IG for two days in a row.

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Carsales Autoads – Carsales.com.au Idea:

A cloud-based ad generating platform that uses car listing data to automatically create a car ad.

Campaign description:Introducing, carsales’ AutoAds, a platform where anyone trying to sell a second-hand car

got a one-of-a-kind, expensive-feeling car ad. For free. Sellers didn’t have to lift a finger. All they had to do was list their car as they normally would and the data (the information they enter about their beloved second-hand car) was seamlessly used to create a unique TV ad.

Outcome:A week into the campaign, over 435.215 AutoAds were generated. Over 5.000 AutoAds are still being generated every day. In a country where the population is just over 24 million, the

campaign managed to reach 16.8 million people via earned (PR) and paid media (TV).

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Connecting seats – KLM Royal Dutch Airlines

Idea: Airports are some of the busiest places in the world, crowded with people from differ-

ent backgrounds. But because of language barriers, passengers tend not to make human connections while waiting for their flights – speech recognition technologies can help with

these barriers.

Campaign description:‘Connecting Seats’ campaign was created: 2 seats that translate every language in real time, allowing travelers with different languages to talk to each other. With this experience, ran-

dom travelers were set out together during the Christmas season. The seats were designed to rest your head in the center, with speakers on each side. A directional microphone facil-itated the audio connection. The Connecting Seats used Google’s Cloud Speech, Transla-

tion and Web Speech APIs to translate every language, including multiple dialects.

Outcome:20+ million views for the case film. Number of shares and comments above benchmark with

110.000+. 95% positive response on social media.

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Destination Pride – Pflag Canada Idea:

As with many marginalized groups, the global LGBTQ+ community has been engaged in a long and ongoing struggle for equality. The Pride flag reimagined as a dynamic data visuali-

zation measuring LGBTQ+ laws, rights and social sentiment.

Campaign description:At the heart of this project is a dynamic data visualization. Each bar of the flag becomes

the bar of a bar chart, each measuring a different aspect of LGBTQ+ acceptance, including marriage equality and gender identity protections.

Outcome:Users from 156 of the world's 195 countries. +85,000 destinations searched and flags gener-ated, +135 pieces of media coverage. 1.226% increase in social mentions of PFLAG Canada

during campaign period

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Dot Mini. The First Smart Media Device For The Visually

Impaired – DotIdea:

The first smart media device for the visually impaired that makes any digital text content accessible through the innovative Dot Translation Engine based on AI.

Campaign description:Braille translation is highly complex: Grade 2 Braille – the standard for longer text – relies

heavily on contractions. Dot Mini is the first device that can access any digital text content on its own. Because the innovative Dot Translation Engine, based on AI / Machine Learning, understands context and translates efficiently to Grade 2 Braille, which is on average 50%

shorter.

Outcome:Feedback during ongoing closed beta phase and rollout of first 1.000 units in Kenya and In-dia confirm that Dot Mini is a life-changing device for the visually impaired. 200.000 books are already directly available through partnerships with big content platforms like Rakuten Kobo and Yes24. 40.000 units have been pre-ordered for global launch in late 2018. First 1.000 units are being delivered to India and Kenya through Korean national development

agency KOICA.

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Google Home Of The Whopper – Burger King

Idea: Households’ voices activated devices such as Google Home always listening to what is hap-pening around them, which makes them useful for their owners who can ask them to check

the weather or search for facts online.

Campaign description:Burger King aired a film that ended with the question: “Ok Google, what is in the Whopper Burger?” and managed to trigger thousands of devices that started reading all the list of in-gredients from The Whopper’s Wikipedia page. Burger King’s Google Home of The Whop-per is an example of a winner that attempted to ‘hack’ AI platforms and exploit bugs and problems. A cheeky campaign that used the phrase ‘OK Google’ in its TV ads to activate viewers’ smartphone AIs. It generated a lot of controversy and column inches by playing with the loophole of ‘always listening’ devices – a big sticking point with voice-driven AI.

Outcome:The idea earned 9.3 billion global impressions. It became a global trending topic on You-

Tube, Facebook, Twitter, and Google Trends, making it Burger King’s most talked about TV spot and most engaged video in the brand’s history. The spot earned $35 million in US me-dia and created a 500% increase in brand mentions. Within 48 hours of initial launch, the spot was viewed organically 10 million times online. It totaled 15 million online-only views,

vs. the 700,000 Google Home devices it targeted.

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Invisible Friends – Missing Persons Advocacy Network

Idea:Artificial intelligence is bringing hope when searching a missing friend – facial recognition

can help making the search for ‘missing persons’ as simple as adding a friend on Facebook.

Campaign description:The campaign is showing that the use of data on Facebook can be used for good. To har-ness Facebook’s facial recognition technology, profiles for missing people were created

and populated them with personal information and photos of each individual. Tagging each photo to train Facebook's facial recognition algorithm on what face to look for. If a missing person were to appear in the background of an image uploaded to Facebook by anyone in their friend network, the facial recognition tech would identify them and Missing Persons

Advocacy Network would be notified. Followed by any appropriate investigation.

Outcome:The PR launch reached 2/3 of all Australians and was covered by more than 30

countries around the world. At the time of this submission, (only two weeks after launch) each Invisible Friends Facebook profile had more than triple the average amount of Face-book Friends and climbing. With a joined total of over 10.000 friends, searching through

tens of millions of photos and videos posted by friends and friends of friends, each day.

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Know What Your Data Knows – Google

Idea:AI and machine learning create the world’s first real-time predictive spots.

Campaign description:To showcase the power of Google Cloud and its ability to quickly turn data into insights, the campaign used AI and machine learning to make live in-game predictive spots during

the March Madness tournament. A team of data scientists analyzed decades of NCAA data plus the first half of a game to make a prediction about what would happen in the second

half. That prediction became the basis for a hyper-contextual, real-time commercial. To pull it off, a tool kit of dynamic creative assets that could create a spot about whatever Google

Cloud predicted was created.

Outcome:The campaign drove a 91% lift in product interest and $930K in immediate pipeline impact,

a 42% increase in brand search volume, and 30% more new site visits-with a 19% increase in time spent.

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Maillot 45 – Liberty Seguros Idea:

The signal detection systems on new car models automatically save lives.

Campaign description:Maillot 45 cyclist jersey is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them. It

is Real Time Driven as it reads the cyclists signs on their backs and immediately urge drivers to reduce and adjust their speed to the limit of 45 km/h.

Outcome:3MM+ cars in Spain detect the Maillot, 5MM+ drivers impacted by the campaign

and almost 4MM cyclists avoid being ran over.

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Make It Metal – Sony Idea:

The insight was to leverage what metal fans love doing most, head-banging – the algorithm behind the website kept a record of total headbanging movements, which were rewarded

in three different levels.

Campaign description:Make it Metal minisite was launched in July before the worldwide release of Crossfaith’s

album in August. To execute the world’s first head-banging activated digital experience, the campaign started by using an algorithm that captured the head-banging movements of fifty metal fans. The data was then fed into Optical Flow, a motion tracking program that reacts

to color and brightness - a tool better than any current facial recognition technology.

Outcome:Within the first few hours of the online launch of Make it Metal, more than 20 thousand

fans engaged with the microsite across 114 countries, creating unprecedented media atten-tion worldwide. This resulted in 80% increase in projected sales and sold out shows

across Crossfaith’s tour.

32


My Line – Ministry Of Communications & Technology

Idea: Regardless of all the efforts that have been made, many people in different regions are still

having no access to internet or smartphones, due their remote geographical location. How can we get all those people closer to all the information they are missing?

Campaign description:MY LINE is a telephone landline with what people can call no matter the moment or the

device. The only thing they need to do is: call 6000913 and ask whatever they want to. My Line brings the power of Google Assistant to anyone with access to a standard phone line.

This technology makes search in artificial intelligence available to people without a smartphone or a computer.

Outcome:For the first time in history, 99.3% of the population of the country have access

to the information available in the Google Systems.

33


Nissan's Follow The Ball – Nissan Do Brasil

Idea:During a game, people glance at most billboards for just a few seconds, if at all. Inspired by Nissan’s Intelligent Mobility, a way to turn this old medium into something completely

new was found. Nissan’s technology was integrated with the game itself, creating a unique experience that mixed advertising and entertainment.

Campaign description:Nissan built the world’s first live billboard to ever interact with the match during the Soc-

cer Championship Finals. By tapping into Nissan’s Motion Detection technology, computer vision cameras were able to follow the ball. The data was processed and transmitted in

real time to the LED panels along the field, making Nissan’s car literally follow the ball and always move to the right place at the right time. Everyone who was watching the ball was

also looking at the car, including fans, photographers, and TV cameras.

Outcome:During the two games, 80.000 fans were impacted in person and more than 15 million

viewers were impacted by the TV broadcasts. It was Nissan’s best-scoring social media ac-tivity ever, with a total earned impression of 35MM. Even though Nissan was not one of the

official sponsors, Nissan was the most talked-about brand during the 2018 soccer finals.

34


Predict To Prevent – SamsungIdea:

Texting is the main channel people use to communicate with one another, and for people with depression, communication via text is riskier than face to face communication because readers are unable to recognize tone of voice, facial expressions or body language. Know-ing that it only takes one word to unravel a life, AI-based text recognition technology can

protect people with depression from harmful words before they reach them.

Campaign description:Introducing Samsung Predict to Prevent – a keyboard app that recommends the right mix of words to use with someone who is suffering from depression. By utilizing the predictive

text function, the keyboard detects words that can potentially hurt people and recom-mends a better response to prevent the reader from misinterpreting the message, which

can have a damaging effect on the reader; such as self-harm or suicide.

Outcome:Samsung Predict to Prevent becomes the tool to communicate with people with depres-

sion that psychiatrist recommends to patient’s family. Over 300.000 words were predicted to prevent a tragedy from depression. 28 million media impressions.

35


Re:scam – NetsafeIdea:

Cyber security is not something people get excited about and the idea is to get people ex-cited – those who know how to recognize scams can delete them when they receive them, but this does nothing to protect others. Meanwhile, technological advances have allowed chatbots to become remarkably human-like and in some cases very helpful, but they also

have the power to be extremely unhelpful. The campaign saw potential in this.

Campaign description:Re:scam is an AI chatbot designed to reply to scams. When you forward any suspicious

emails to Re:scam, it identifies scam emails and then begins a never-ending conversation with the scammer so they waste their time talking to a chatbot instead of real targets. Re:s-cam uses IBM Watson to analyse emails and add to its ever growing vocabulary. With multi-ple personalities and the ability to generate false account information (including credit card numbers, bank account information and postal addresses) there's no way for scammers to

know they're talking to computer.

Outcome:Re:scam has earned over 279 million impressions and started an ongoing global conversa-tion around email scams. Through email correspondence and social media, it continues to

educate millions on the changing face of online scams. To date Re:scam has sent more than a million emails to scammers, wasting a total of more than 5 years of their time.

36


Recruiting Car – VolvoIdea:

Instead of coming up with a conventional HR advert, Volvo in-car software was designed and modified at the leading edge of innovation, to turn a high-end luxury car into a recruit-

ment tool – "to make Volvo’s hiring process as innovative as its cars.”

Campaign description:Volvo’s flagship luxury sedan was turned into a car that is able to recruit its own techni-cians. It was named ‘The Recruiting Car’. A software that enables the car to complete

intake interviews tapping in to the vehicle’s speech and face recognition features was engi-neered. The pedestrian camera was used to identify the candidates. And via an integrated

voice-enabled AI bot and text-to-speech software built into the Volvo's entertainment interface, a ‘human-like’ conversation was managed with the candidates.

Outcome:The recruiting car became the star of the Motorshow and 70% of the national news cover-age was dedicated to Volvo. National coverage from 7 national television stations, 2 radio

news shows and 16 news titles (newspaper, magazine and blogs), resulting in a daily reach of 6.446.211 people – half of the Belgian population; value of earned media €600K. Thanks to the campaign the number of price demands grew 300% compared to last year, and helped

to overtake sales targets by 25%!

37


#Breakthegame - Under ArmourExecution:

Using smart targeting and sequential messaging strategies, three-second ad videos were served to people who were watching and engaging with the game.

Campaign description:Under Armour hijacked the second-screen experience to turn Curry’s biggest moments

into Under Armour moments, too. Every single time Curry hit a three during the 2016 playoffs, Under Armour tweeted a new three-second ad starring Curry right as the shot

dropped, linking his incredible on-court performances with Under Armour in real time for the Warriors’ entire two-and-a-half-month-long playoff run.

Outcome:The project was viewed in 53 countries, garnering 130 million social media impressions, driving a 20 percent increase in global conversations linking Curry with Under Armour.

38


Samsung Smartsuit – SamsungIdea:

Innovation in sports is always a hot topic just before every Olympics. Who’s got a new in-vention? Samsung developed an innovative tech contribution for the skaters. The Samsung

SmartSuit.

Campaign description:The Samsung SmartSuit was developed, equipped with sensors to measure with millimeter accuracy. The suit is designed to send data to the coach’s device, allowing him to immedi-

ately communicate adjustments to the skaters.

Outcome:After the press release, more than 450 million people knew about the secret weapon. And

about Samsung being a real, contributing tech sponsor. Free publicity value: 1.411.778€.

39


Snaptivity – SnaptivityIdea:

Snaptivity was looking for a game-changer – a genuine and memorable way for teams and sponsors to be part of fans’ live sport experiences while keeping fans glued to the pitch,

not to their smartphones. During the live match, crowd movement and volume sensor data feeds AI to predict when and where the next big audience reaction will happen, and to set

the cameras snapping.

Campaign description:In sports stadiums around the world, including Edgbaston Cricket Ground, Wembley Stadi-um, Twickenham Stadium and eight FIFA 2018 World Cup host stadiums in Russia, the way that teams and sports sponsors connect with fans is transforming. Custom robotic cameras are internally connected to sensors through AI on a mesh network. During the match itself, the system runs at the speed of the on-pitch action, taking photos when excitement spikes. Along with a smart user experience that drives social sharing in fan communities, a unique,

high-quality, authentic fan content is created as fast as the match is played.

Outcome:As more than 40% of fans in a stadium are sharing every third photo, reaching 1.2MM peo-ple each game. The company has raised £51,000 in grant funding from DIT - UK and Crea-

tive England, this year has made over £500,000 in sales contracts and this month is closing an investment round of £1.5MM.

40


CASE GALLERY FOR “EXECUTION” PHASE

Description of the phase:The idea as a final creative product (mobile, tv, ra-

dio, outdoor campaign etc.).

Winning campaign categories:Design, Direct, Mobile, Social & Influencer, Sustai-nable Development Goals, Creative Data, Digital Craft, Innovation, Titanium, Brand Experience & Activation, Media, PR, Outdoor, Radio & Audio, Design, Product Design, Creative eCommerce,

Glass, Grand Prix for Good, Film, Film craft

The way of using AI:Automation, data analysis, text analysis, speech/

voice recognition, smart targeting, algorithms, machine learning, chatbots, image recognition,

computer vision, deep learning, face recognition, Internet of Things, smart search, robotics

41


Car Vs Data – Via Rail CanadaCampaign description:

It was time to unleash the power of data to steal share of traffic from cars. Consumers needed to be convinced by real-time information at the moment it mattered the most:

when they were stuck in traffic. The campaign strategy was to leverage real-time traffic and weather data to maximize the relevance of the message for motorists. A tool compared real-time travel information for both transportation options: when traffic or bad weather conditions arise, drivers were reminded they took the wrong transportation mode. If they decided to take their cars anyway, real time traffic feed was activated as they are driving down a busy highway. And the tool reminded them how bad their travel was to their final

destination shortly after they arrived.

Execution: Partnerships with Google Maps and the Weather Network made data strategy come to life. Programming interfaces were created specifically for this campaign and integrated the data

feed at each touch point, enabling the real-time data management and synchronization across all out-of-home and digital channels.

Outcome:VIA Rail succeed at stealing shares to what seemed an unbeatable competition: car. Train ridership rose by 11.7% year-over-year, and revenues increased by 13.9%, to the expense of

cars. Contextualized messages generated click rates that were 95% higher than all of display and mobile campaigns.

42


Campaign description:The Internet loves creating art out of Cheetos snacks. Just a quick Google search of

“Cheetos art” brings up several cheesy mosaics of Barack Obama, Conan O’Brien and oth-er celebrities—all made out of Cheetos snacks. Cheetos Vision, the world’s first Artificial

Intelligence (AI) camera app that turns anything you see into Cheetos snacks was created. The AI to scan any image for patterns that resemble Cheetos snacks and then create a new image completely composed of the cheesy snack. Now, instead of spending days making a

Cheetos mosaic, fans can do it in a snap and share it directly with their friends.

Execution: The idea may be silly and simple, but the technology is anything but. Using neural networks and other advanced machine-learning techniques, a team of computer engineers uploaded thousands of Cheetos images into an algorithm, letting the AI learn the shape, texture and

color variations of a Cheetos snack.

Outcome:Cheetos Vision launched at the 2018 SXSW conference in Austin, Texas. In the first week, it garnered over 300 million media impressions and thousands of downloads. It was also covered by the New York Times, the LA Times, Fast Company, Forbes, ABC, CBS, NBC, DesignTAXI and others. Even more impressive, the anchors on Fox News used the app to

turn themselves into Cheetos snacks. And fans themselves have posted hundreds of Chee-tos Visions creations of selfies, food, cats and the world around them.

Cheetos

43


Corruption Detector – Reclame Aqui

Campaign description:Based on facial recognition, Corruption Detector is a free app that draws on a comprehen-sive database with all the official records of corruption, previously hidden in hundreds of

courts across Brazil. By simply pointing a phone at a candidate, voters can now spot the cor-rupt ones in purple, no matter where they are: TV, papers, internet, outdoors and even in per-son. All data organized by the app is available for reference at any time. And on election day,

users will receive an important notification: a reminder not to vote for a corrupt politician.

Execution:The Corruption Detector app uses Microsoft facial recognition technology, which gives it 98% accuracy. In order to create database and make it simple for anyone to understand,

data was gathered across hundreds of courts all over Brazil. The app was launched by one of Brazil’s most renowned comedians, who went to Brasília, and stood outside Congress, taking selfies with politicians and showing Brazilians how the app works. Since then, the number of

downloads has never stopped growing.

Outcome:In just one week Corruption Detector became the most downloaded App in Brazil, with more

than 400.000 downloads. It was also highlighted as #1 Apps We Love at Apple Store and #1 Trending Apps at Google Play. In a few days, Corruption Detector took over the media and

social conversations. With zero media investments, more than 120 million people were impacted.

44


Delayed Flight Break Machine – KitKat

Execution:KitKat developed the software for the KitKat action at Congonhas Airport. An API with

data regarding airports, flights, status, states, cities, timetables, etc. was used. Through this API, the campaign developed an algorithm to read, cross-reference, and filter delayed

flights in real time.

Campaign description:When flight is delayed, you are forced to have a break. But let’s be honest: that is not a

good break. People get angry and really stressed over it. KitKat can’t allow a break to be a bad experience. That’s why it planned to reach these people at the very moment they find out their flights are delayed on the departure boards. If your flight is delayed, you deserve

a real break with KitKat. KitKat machines are integrated with Departure Boards. We use ordinary information, which is usually bad news, to promote a KitKat break moment.

Outcome:Thanks to data integration, KitKat could turn an otherwise boring, stressful moment into a relaxing, casual break. Data helps to showcase the product’s benefit in the right place

at the right time. Throughout the 3-day Labor Day holiday, 75.000 people were impacted (56% women and 44% men). There were 530 departures (190 on Thursday, 190 on Friday, and 150 on Saturday). In this period, delayed flights accounted for 20% (106) of all depar-

tures, and 2.080 KitKat chocolate bars were distributed.

45


Destiny 2 Ghost Skill – Activision

Execution:To make Destiny 2 more accessible to new players, Destiny’s in-game guide, Ghost, was

brought to life inside your home with Amazon Alexa and a physical product.

Campaign description:The most immersive gaming companion ever made, the skill uses live player data to enable a wide range of useful interactions with the game, such as custom recommendations based

on previous gameplay, the ability to change armor and weapons in real time with simple voice commands, and easily call for help without taking your focus away from the game. All this while answering questions about the D2 universe with the voice of the in-game actor, seamlessly bridging the video game universe with the real world. The Destiny 2 Ghost Skill

also serves as the first major Alexa skill that connects the billion-dollar console gaming industry with the growing smart home marketplace.

Outcome:The Destiny 2 Ghost Skill was announced through social, influencers, a website, educational videos, and takeovers and high-impact placements on Amazon.com. To date, over a million interactions have occurred between players and Ghost, who is capable of providing over a

million possible unique responses. Within the Alexa ecosystem, it’s the #1 Gaming Skill avail-able and, when announced, it resulted in over 400MM in social and PR impressions and a

7x bump in Destiny 2 sales on Amazon.com.

46


Femplea – Fundacion Mujeres En Igualdad

Execution:FEMPLEA is the first free app that connects women in the home service industry to other

women that want to hire them – providing a safer environment for both parties. To guar-antee the reliability of the app, a Face Recognition and an ID verification system that only

allows the entry of women was created.

Campaign description:Hiring home services is a frequent issue that women deal with every day – locksmith,

electricians, etc. Many women feel uncomfortable letting a strange man into their homes as they are exposing themselves to harassment and even danger. To avoid this risk and to create awareness, FEMPLEA was developed, a first of its kind, free app for women to hire

home services exclusively performed by women.

Outcome:FEMPLEA became the NGO´s most successful campaign in its 20 years of life. Over 98

MM of Free Impressions and 2MM earned media. For the first time in 20 years “Fundación Mujeres en Igualdad” appeared in main mass media both in Argentina and the LATAM re-gion. The most important newspapers picked up the news and even reached international media such as CNN, which covered the story and interviewed the Director of the NGO.

47


Hello In Elephant – David Sheldrick Wildlife Trust

Campaign description: David Sheldrick Wildlife Trust translated an endangered language to help save an endan-

gered species. And gave every single person the ability to speak elephant. Hello in Elephant is a world-first human-elephant translator – part utility, part sharing generator, part donation mechanism. Powered by four decades of research into elephant communication, it uses ar-tificial intelligence and voice recognition technology to translate voice, text & emoji into the

corresponding elephant emotion or expression.

Execution:An online film, entitled Hello in Elephant, introduced the idea, demonstrated the humanity of elephants through their language, and pushed people to the campaign site. The website gave people the opportunity to translate their message and speak in elephant, donate and

adopt an elephant via sheldrickwildlifetrust.org, and learn about the causes of elephant pop-ulation decline.

Outcome:In just one month, with no paid/donated media, the campaign generated 400 million impres-

sions across 53 countries, worth $6.53 million in earned media. The idea was so powerful that 20 of the world's leading conservation organisations - including the UN, United for Wild-life, and Born Free - got involved, shared the idea and message, and their influence was used

to start to change the conversation beyond solely poaching. Revenue growth of 34%.

48


JFKunsilenced – The Times/ News Uk & Ireland

Execution:The Dallas Trade Mart Speech is a world-first AI-audio speech, made completely out of

data from hundreds of old speeches of varying quality and audio.

Campaign description:This breakthrough technique involves smart splicing of small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration. Com-binations of sounds are selected and merged together, with months of painstaking sound

engineering. The execution allowed the readers of The Times to finally hear the Trade Mart Speech delivered in JFK’s own voice.

Outcome:Data enhanced consumer experience: readers could finally hear The Trade Mart speech 55

years after President Kennedy’s death. Data driven behaviour change: thousands of new subscriptions enquires (17k). Business impact: over 1 billion media impressions and every

one of The Times’ rivals covered the story.

49


La Forêt - Bet On A Murderer – France Televisions

Execution:Halfway between an entertainment piece and a live game, it turned a six episodes series into an interactive content which enabled the audience to place real bets on the murder-

er’s identity. Data was at the center of this transformation.

Campaign description:To create conversation about its new detective series, France 3 created an interactive

second screen experience allowing each viewer to take real bets on the series murderer’s identity. La Forêt is the first TV series where anyone can bet on the murderer’s identity. Developed in partnership with betting platform WINAMAX, the experience included an interactive airing of the series, enhanced by betting odds which appeared on screen and

evolved in real time depending on the plot and the character’s actions. Built for a fictional program for the first time, a unique betting algorithm enabled the viewers to live bet on the

murderer’s identity each airing night of the series, on the dedicated website lacotedususpect.fr.

Outcome:76.2 million media impressions. 15 minutes spent in interaction with the experience on

average. 63.5% from mobile users. 13.4 million viewers in 3 weeks for the series.

50


Local Business Never Looked So Good – Canon

Campaign description:When you search for a place to visit on Google, you make quick judgement calls based on the images you see. Unfortunately, Google’s search results are flooded with inferior mobile photography, causing small, local businesses to suffer. Unlike big brands such as Starbucks and Dominos, small businesses don’t have the resources to brand themselves with great

photography. By using Google’s new social image-based review platform, Local Guides, it’s possible to control the images that pop up in Google’s search results. Google changed the

image algorithm to recognize and prioritize great photography.

Execution:Canon teamed up with Google Local Guides and got a unique sign-up link for Canon fans

to use (used for tracking results and retargeting). Local photographers and influencers started helping their favorite small, local businesses by using their superior Canon pho-

tography to change the business images on Google search results simply by uploading it to Google Local Guides.

Outcome:The socially driven campaign directly inspired more than 22.000 Canon fans who helped

their small, local businesses look great by transforming their imagery on Google maps using their Canon cameras. The fans uploaded more than 327.000 photos and reviews to Google

Local Guides, which helped 43% of the small, local businesses to experience a sales in-crease. The campaign reached almost 20 million people, and the YouTube tutorials

were watched more than 1.7 million times.

51


next – Bradesco BancoExecution:

‘next’ is a new banking experience designed from the ground up for the digital age. Every user journey happens through the integration of design, technology, and data intelligence. The distinctive brand look & feel, thoroughly embedded into the experience, feels familiar

after just a few interactions.

Campaign description:Designed around the “Make It Happen” brand idea, ‘next’ offers a banking experience that helps customers do more with their money and achieve more in their lives. It’s a full bank-

ing service that’s customer centric, combining data, design, and technology to inform better individual financial decisions.

Outcome:Acquisition: 1.3MM downloads; 94% within target (high-income millennials), 75% new to Bradesco; 557,000 are in the approval phase; 129,000 active clients (growing 40% per month). Engagement: 1.7MM transactions in March 2018 (growing 70% per month—75%

faster than customer base); 20 monthly transactions per customer (doubled in Q1 2018); only 2% of inactivity (market average is 24%); 30% of active customers invested through

“objectives” (99% growth in Q1 2018); 34% of the credit offered is being used (above mar-ket average); 45% of customers are already recurrent users of 63 partners’ exclusive offers

(including offers from Uber, Apple, iFood, Airbnb, Cinemark, and Xbox).

52


Peekaboo Mask – Seoul Metropolitan Government

Execution:The Peekaboo Mask printed with thermochromic ink reacts to temperature. When children wear the masks, the temperature from their breath causes the image of a fine dust charac-ter to disappear and reveals the fun characters instead. A digital vending machine collects

dust data in real-time.

Campaign description:On a “bad” fine dust day, the screen changed to “bad” and the motion sensor caught the at-tention of children by automatically playing video content. The video educated the children about the importance of masks. After the clip, the vending machine dropped masks for the

children to experience.

Outcome:90% of children who experienced the Peekaboo Mask realized the need to wear masks on

a “bad” fine dust day and 88% of children who experienced the Peekaboo Mask wanted to keep them on. The Peekaboo experience film was on-aired on more than 30.000 media

spaces across Seoul to deliver the message of the need to wear masks.

53


Play The City – The Grammy Awards/The Recording Academy

Execution:Play the City relied on sophisticated Artificial Intelligence and Augmented Reality to turn

objects outside the window of an Uber in New York City into music.

Campaign description:Raw data from the world outside was processed by two supercomputers in the trunk, then displayed on the window/screen and played through the car’s speakers in real time. Riders

watched in awe as their otherwise mundane and boring commute was brought to life by the GRAMMYs with music.

Outcome:An AI/AR powered project had a very human impact. Rather than tech for tech’s sake ‘Play the City’ used technology to move people and created an enduring body of music. Every

rider lucky enough to experience the special GRAMMYs x Uber was genuinely blown away as NYC objects from residents to fire hydrants helped create a truly unique song for each

ride. Despite launching within 48 hours of the GRAMMYs award show, competing with Super Bowl coverage, and having zero paid media spend, net sentiment was overwhelming-ly positive at over 80% from the almost 100,000 viewers around the world who were only

able to experience it as a post-experience film.

54


Project Revoice – The ALS Association

Execution:Amyotrophic Lateral Sclerosis (ALS), also known as Motor Neurone Disease, is a progres-sive neurodegenerative disease that affects nerve cells in the brain and the spinal cord.

Within a couple of years of diagnosis, most patients end up paralyzed in a wheelchair and forced to communicate via text-to-speech devices, typically with a default 'computer' voice. The campaign’s goal was to change the way people live with ALS by giving patients the full

use of their own authentic voices.

Campaign description:In many ways, our voices are what make us human. For most patients losing the voice is

particularly difficult as it's such an integral part of one's personality. Project Revoice gives people with ALS the ability to speak freely and naturally in their own voice, even after they can't physically speak. Going forward, this program will change how people live with ALS,

allowing them to keep communicating as themselves, rather than through a proxy machine voice or a limited set of pre-recorded phrases.

Outcome:Since launch, Project Revoice has received significant interest from both the ALS communi-ty and the general public: over 850 million earned media reach. By week two over 41 million

people had posted, commented, shared or mentioned the campaign. Over 670 articles written globally. $9.8 million estimated earned PR value.

55


Say It With Sky – SkyCampaign description:

If you struggle saying “I love you”, say it with Sky. How? By using Sky’s very own content: thousands of hours of dialogue from the most romantic movies. Type your message, get

some suggestions for more creative messages, and then create a supercut-film. This clip de-livers your exact personal message with film snippets that have matching lines of dialogue.

Send this clip to your sweetheart on Valentine’s Day and enjoy the reaction.

Execution:The AI tool identified in real-time the best scenes based on length and audibility and even made suggestions for more creative messages. It then edited the scenes into a clip that de-livered exactly the entered message. Branded love messages, directly shareable with your sweetheart. With one click users would send their message via email, Facebook, Twitter or

WhatsApp.

Outcome:The campaign overall curated more than 125.000 personalized love messages from 845

romantic movies on Sky – and even led to a marriage proposal. Many message clips went viral on social media and the campaign was picked up by traditional media, as well. On top

of this, subscriptions to Sky increased by 156%.

56


Selfiestix –PedigreeCampaign description:

To demonstrate the irresistibility of Pedigree DentaSTIX, Pedigree created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to the phone, so you can cap-ture the perfect dog selfie. To accompany the clip, an app that took dog selfies and added fun filters to them was created. Facial recognition for humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the

first time it has been used on dogs successfully.

Execution:A neural network was trained to recognize dog faces by feeding it thousands of dog images. Over time, the trained algorithm learned to recognize similar patterns across all images and

then, whenever the dog looks at the camera, the app places a fun filter on its face.

Outcome:SelfieSTIX and the accompanying app not only encouraged people to share their perfect doggy pics, it also encouraged repeat purchase of Pedigree DentaSTIX. Across social plat-forms, the campaign had over 2.1 million interactions. The campaign achieved 3.5 million en-gagements, a 24% increase in sales and one quarter of the country’s dog owners redeemed

SelfieSTIX.

57


Sheboard – Raised By Words – Plan International

Campaign description:Sheboard is a virtual keyboard for boosting girls’ confidence. With predictive text input, it suggests gender-neutral language. It helps everyone reflect on – and possibly change – the ways we talk to and about girls. Sheboard also reminds girls about the abilities they have

that people don’t always think to mention.

Execution:Words were collected from children and campaign spokespeople and used for the key-

board: how should girls be described? Based on these words and research regarding gender-biased language, a dictionary of more than 2.500 words was created. It was later

enlarged by creating algorithms from female-empowering blogs and publications.

Outcome:Sheboard got media attention all over the world, both in advanced, relatively equal coun-

tries and in those where girls’ rights are neglected; from Finland to India. The editorial reach was over 712 million. Sheboard was covered e.g. by UK national press, international

business press, top tier tech press, social publishers; and chosen as innovation of the day by Trendwatching.

58


The Canceller – ReclameaquiExecution:

The Canceller is a bot that integrates the powerful artificial intelligence of IBM Watson with Amazon's digital assistant Alexa and Google Cloud to the benefit of consumer peace-of-mind. The result is an unyielding and purpose-driven bot, capable of calling companies' call centers and navigating past the endless machine protocols to talk directly to human

representatives. Consumers are now given an innovative weapon to solve one of life’s most frustrating tasks: cancelling a service.

Campaign description:More than 1.500 hours of test calls to companies' call centers, endless programming hours and a complex combination of different technologies went into making the first real con-tract cancellation performed by a machine possible. It never gives up. Ever. And it gets

better. The longer The Canceller is used, the more it learns and the smarter it becomes.

Outcome:So far The Canceller has achieved a remarkable 92% accuracy on cancelling contracts. On social networks, the video showing some of ReclameAqui's fans trying this innovative solu-tion was a big hit, offering them some revenge through a machine that is not intimidated by the power of gigantic call centers. Based on how ReclameAqui's database and fans reacted to the first cancellations made public, big corporations better get ready for a new kind of

future. Because now, machines are on our side.

59


Gran Prix Gold Silver Bronze TotalMESSAGE

#WHATMAKESGREAT – IBM 1 1

ALEXA LOSES HER VOICE – AMAZON 1 1

CHRISTMAS 2117 – EDEKA ZENTRALE AG & CO. KG 1 1

DRAW TO ART – GOOGLE 1 1INTEL RE-IMAGINES THE 2018 PYEONGCHANG OLYMPICS – INTEL 1 1

MOMENTS – VOLVO 2 2

THE ROCK X SIRI: DOMINATE THE DAY – APPLE 1 1

VLOGGERS’ SWAP – TELEKOM ROMANIA 1 1

IDEA

24/7 NEWSCASTER – NTT DOCOMO, INC 2 2

50 YEARS BIG MAC – MCDONALD'S 1 1

AERONAUT VR – WILLIAM PATRICK CORGAN 2 2

BLACK FUTURE SOCIAL CLUB – NETFLIX 1 1

BREATHING LIFE INTO TRANSIT ADS – NETFLIX 2 2

CARSALES AUTOADS – CARSALES.COM.AU 0

CLOWNS – AUDI 1 1 2

CONNECTING SEATS – KLM ROYAL DUTCH AIRLINES 1 1 2

DESTINATION PRIDE – PFLAG CANADA 2 2DOT MINI. THE FIRST MEDIA SMART MEDIA DEVICE FOR THE VISUALLY IMPAIRED – DOT 3 4 6 13

GOOGLE HOME MINI – GOOGLE 1 1 2

GOOGLE HOME OF THE WHOPPER – BURGER KING 1 1

HBO'S SXSWESTWORLD – HBO 1 1

INVISIBLE FRIENDS – MISSING PERSONS ADVOCACY NETWORK 1

INVISIBLE MAN – SCREEN FILM VOLKSWAGEN GROUP 1 1

KNOW WHAT YOUR DATA KNOWS – GOOGLE 1 1 2

MAILLOT 45 – LIBERTY SEGUROS 1 1

MAKE IT METAL – SONY 1 1

MAKING THE WORLD ACCESSIBLE, DOT BY DOT – DOT 1 1

MY LINE – MINISTRY OF COMMUNICATIONS & TECHNOLOGY 1 3 4 8

NISSAN'S FOLLOW THE BALL – NISSAN DO BRASIL 2 1 3

PREDICT TO PREVENT – SAMSUNG 1 1

RE:SCAM – NETSAFE 1 1 2

RECRUITING CAR – VOLVO 1 2 3

RE-REBORN – CLUBE DE CRIAÇÃO 1 1

SAMSUNG SMARTSUIT – SAMSUNG 1 1 2

SBU 2.0 – CHICKEN LICKEN 1 1

SNAPTIVITY – SNAPTIVITY 2 2

THE WORLD'S FIRST ALEXA-POWERED AD – AMAZON 1 1

UNLOCK WITH A LOOK – APPLE INC 1 1

WELCOME HOME – APPLE 1 2 2 1 6

VOICE EXPERIMENTS: PAPER SIGNALS – GOOGLE 1 1

Appendix:List of winning campaigns

60


Gran Prix Gold Silver Bronze TotalEXECUTION

#SHARETHELOVE – AIDES 1 2 3

ALEXANDER WANG X ADIDAS ORIGINALS SEASON 2 – ADIDAS 1 1

CAR VS DATA – VIA RAIL CANADA 1 1 2

CHEETOS VISION – CHEETOS - FRITO LAY NORTH AMERICA 1 1

CORRUPTION DETECTOR – RECLAME AQUI 1 1 1 4 7

DELAYED FLIGHT BREAK MACHINE – KITKAT 1 1 2

DESTINY 2 GHOST SKILL – ACTIVISION 1 1

FEMPLEA – FUNDACION MUJERES EN IGUALDAD 1 1

FIGHT FOR TERRITORY – LION 4 3 7

HEARPRINT – COCHLEAR 1 1

HELLO IN ELEPHANT – DAVID SHELDRICK WILDLIFE TRUST 1 1

JFKUNSILENCED – THE TIMES/NEWS UK & IRELAND 1 1 3 2 7

LA FORÊT - BET ON A MURDERER – FRANCE TELEVISIONS 1 3 4

LOCAL BUSINESS NEVER LOOKED SO GOOD – CANON 1 1

NEXT – BRADESCO BANCO 1 2 3

PEEKABOO MASK – SEOUL METROPOLITAN GOVERNMENT 1 1

PLAY THE CITY – THE GRAMMY AWARDS/THE RECORDING ACADEMY 1 1 2

PROJECT REVOICE – THE ALS ASSOCIATION 1 1 1 3 6

RICKY BRASIL – FORBES BRASIL 1 2 3

SAY IT TIKA – VODAFONE 1 1

SAY IT WITH SKY – SKY 1 1

SELFIESTIX – MARS 1 1 3 5

SHEBOARD – RAISED BY WORDS – PLAN INTERNACIONAL 1 1

SILICON VALLEY: INSIDE THE HACKER HOSTEL VR – HBO 1 1

THE CANCELLER – RECLAME AQUI 3 3

THE LUNCH GAP – SEARCHER FOTAWA 2 2

THE MOST EXCLUSIVE COLLECTION – YOOX 1 1 2

THE R WORD – AVIVO 1 1

THE WENTWORTH RAT – FOXTEL 1 1

THE VOICE OF ART – IBM 1 1

THE WORST SONG IN THE WORLD – MONOPRIX 1 1

UNITED AIRLINES EWR REAL TIME DATA TAXI TOP CAMPAIGN – UNITED AIRLINES 1 1 2

Now go and make some social magic.Published in November 2018

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