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Time of India
2 days ago
- Business
- Time of India
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.)
The Irish Sun
13-05-2025
- The Irish Sun
Mobile network provider gives out free 5G boost just in time for major football clash – weeks after key service closure
FOOTBALL fans using a major mobile network will notice a 5G speed boost this week. The free upgrade will benefit thousands of users this weekend - and millions more to come. Advertisement 1 New small cells have been placed around the area Credit: Virgin Media O2 O2 has announced that it has finally launched enhanced 5G connectivity in and around Wembley Stadium. Of course, the next big event to take place there is this weekend's FA Cup Final between More than 2.5million people are expected descend on the stadium this summer for a record number of events, including The upgrade is made possible thanks to kit called 5G standalone, which is the fastest network technology available, meaning apps and videos will load much zippier with improved latency. Advertisement Read more about Wembley When connected to 5G Standalone you essentially receive the truest form of 5G there is. Currently, most of the 5G you see is actually Non-Standalone, which is some 4G tech mixed in with 5G upgrades - and therefore connections aren't at their full speed potential. O2 says it has also deployed seven new small cells outside the Wembley Stadium and upgraded two masts in the area to make the speeds possible in such a busy network area, particularly during events. Advertisement Most read in Tech Part of the plan is to use more dedicated small cells to boost capacity in busy urban areas, as well as addressing persistent network pain points including along railway lines, at airports, on motorways, and in stadiums and arenas. "Wembley is one of the UK's most iconic venues and this summer promises to be one of its biggest in living memory, from the FA Cup Final to the long-awaited return of Oasis," said Dr Robert Joyce, Director of Mobile Access Engineering at O2. O2's 3G Shutdown: Is Your Phone Ready? "Our investment in and around the stadium is designed to give a huge capacity boost to O2 customers attending these events, so they have the best possible experience." The move comes as O2 starts shutting down its old 3G network across the UK in favour of more faster 4G and 5G. Advertisement 3G was switched off Norwich, Telford and Guildford will be the next UK locations to have O2 3G withdrawn on July 16. Which mobile networks are affected by the 3G switch off? Mobile networks affected by O2's 3G switch off: -O2 - Tesco Mobile - Sky Mobile - GiffGaff Networks which have already switched off 3G : - Vodafone - Asda Mobile - Lebara - Talk Mobile - Voxi - EE - 1pMobile - Ecotalk - IQ Mobile - Lycamobile - Mozillion - RWG Mobile - Spusi - Talk Home - Utility Warehouse - Your Co-op - Three - iD Mobile, Smarty - Honest Mobile - Superdrug
