Where mind meets matter: Digital Craft picks from Cannes Lions
In the evolving landscape of
advertising
and marketing,
digital craft
plays a pivotal role in creating engaging and impactful brand experiences. Beyond traditional media, these campaigns leverage technology and digital platforms to connect with audiences in novel ways. As part of the "
BE Extraordinary
" series, this article spotlights initiatives recognised for their ingenuity in digital execution and their ability to break through conventional approaches.
Daisy vs. Scammers - O2 UK, Virgin Media O2
O2, a UK telephone network now part of Virgin Media O2, addressed the pervasive issue of phone scams, which particularly affect vulnerable segments of the population, including the elderly. The company introduced 'Daisy,' an AI-powered virtual influencer designed to directly counter these fraudulent calls.
Daisy was engineered using a combination of advanced AI technologies, including speech recognition, custom large language models (LLMs), and bespoke text-to-speech capabilities. Her primary function was to answer incoming scam calls on behalf of users and engage the scammers in prolonged conversations. The objective was to sustain these interactions for extended periods, with some calls reportedly lasting over 40 minutes. This strategy aimed not to block the calls, but rather to significantly occupy scammers' time and resources, thereby rendering their operations inefficient.
Beyond its utility in diverting scam calls, recordings of these interactions were subsequently adapted into social media content. This content served to inform and educate the broader public about various scam tactics and common fraudsters' methods. The initiative provided a direct, AI-driven method for confronting phone scams, turning a frustrating experience into a public awareness tool.
Tree Correspondents - Hyundai Ioniq Forest Project, FCB New York
The "Tree Correspondents" campaign, developed for Hyundai's Ioniq Forest Project by FCB New York, aimed to provide an innovative, data-driven narrative concerning environmental conditions. This initiative moved beyond conventional tree-planting efforts, which often focus on carbon offsetting.
The core of the campaign involved collecting specific environmental data directly from planted trees. This data included various signals from the soil, air quality, light exposure, and weather conditions. These raw environmental inputs were then processed and interpreted through bespoke artificial intelligence (AI) systems. The AI's function was to transform this complex data into textual 'articles' or reports, written from the simulated perspective of the trees themselves. These unique dispatches were collectively presented as 'Tree Correspondents.'
The campaign sought to offer insights directly from natural elements, creating an emotional connection between the planet and the public. By presenting environmental information from "the source" and fueled by verifiable data, it aimed to provide a credible alternative to traditional reporting, which might sometimes rely on speculation or general statistics. The technology behind the campaign was comprehensive, integrating various AI algorithms, data sensors, third-party data, and APIs to generate these articles. This digital craftsmanship allowed for a detailed and continuous stream of environmental information.
The "Tree Correspondents" initiative specifically aimed to engage an audience interested in electric vehicles and sustainability, showcasing the challenges and evolving nature of long-term
environmental sustainability
. It positioned AI as a tool to enhance, rather than replace, journalism, allowing for factual reporting in an accessible and engaging format
.
The Final Exam - Energy BBDO
"The Final Exam" campaign, developed by Energy BBDO, addressed the persistent issue of gun violence and school shootings in the United States. Recognising the complexities surrounding gun legislation and constitutional rights, the campaign focused on education regarding the severe consequences of gun violence.
The initiative targeted the gaming community and older adolescents, offering an immersive digital game experience that diverged significantly from typical shooter games. In 'The Final Exam,' players were cast not as aggressors, but as students within a school environment. Their primary objective was to evade and conceal themselves from an active shooter. This gameplay directly mirrored the real-world safety drills, often referred to as "active shooter drills," that are regularly conducted in American schools, even for very young children.
The game's design prioritised a realistic and psychologically impactful simulation. It aimed to convey the inherent difficulty and traumatic nature of being in such a situation, forcing players to confront the dilemma of seeking refuge when immediate escape is not an option. The survival-oriented gameplay was intended to provide players with a direct understanding of the harrowing experiences faced during school shooting incidents. The digital craftsmanship of the game focused on creating an immersive and realistic environment, designed to evoke the paranoia and gravity of the subject matter. Through this unique interactive experience, the campaign sought to provide insight into the stark reality faced by students and educators in affected schools.
View this post on Instagram A post shared by BBDO Worldwide (@bbdo)
(At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
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