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Creative Activations Using AI That Aren’t Totally S**t
Aug 1, 2024

Artificial intelligence is pushing creative boundaries like never before. The top AI-driven creative campaigns of 2024 illustrate how AI can fuse with human creativity to craft memorable and impactful marketing experiences. These campaigns highlight the transformative power of AI, demonstrating its ability to create engaging and innovative brand moments. 

Let’s explore the five pioneering campaigns that we feel exemplify the future of creative AI activations.

Uncommon: Unlandmarked

The “UnLandmarks” campaign, a collaboration between the Humanise Movement and Uncommon Creative Studio, combines AI precision with human-centric design to transform iconic British landmarks into dystopian, soulless edifices. 

This striking visual shift highlights the impact of dull architecture on mental well-being, social vitality, and environmental health. 

The campaign uses AI to create a narrative warning against urban monotony, inspired by Thomas Heatherwick’s philosophies on human-centric spaces. Immediate public resonance and widespread support underscore the urgent need for innovative architectural visions that invigorate rather than enervate our urban environments.

Phantom: Be My Boo

Phantom’s “Be My Boo” swapped cupids bow and arrow for an AK 47 on Valentine’s Day by using AI to create personalised, stylised portraits from selfies, blending human creativity with AI technology. 

Tools like Replicate and Midjourney generated unique, retro-themed images, ensuring each portrait was a memorable digital keepsake. With over a million portraits created by 241,000 users globally, the campaign underscored the potential of AI in crafting engaging, heart-centred experiences. 

This innovative approach demonstrates that at the core of successful AI-driven campaigns lies a strong human-first concept, resulting in deeply resonant and viral interactions with a love for retro nostalgia.

Heinz AI

Rethink’s groundbreaking AI-generated campaign for Heinz Ketchup utilised DALL-E 2 to create a visually compelling depiction of a ketchup bottle, transforming the creative process and setting a new standard in advertising. The campaign, which won numerous awards, demonstrated how AI can accelerate creativity while highlighting the irreplaceable weight a brand like Heinz Ketchup has on both the global market.

It plays strongly on its brand identity and bravely demonstrates that Heinz is the godfather of all tomato condiments.

Coca-Cola Y3000

Coca-Cola’s Y3000 campaign merged generative AI with augmented reality, allowing users to transform their surroundings into futuristic landscapes via the Y3000 AI Cam. 

This campaign, which earned a Silver in Extended Reality at the Shorty Awards, aimed to create a fun, accessible, and culturally relevant experience. 

By blending robust technology with creative storytelling, Coca-Cola achieved significant engagement, garnering 5.2 billion media impressions and a notable increase in website traffic. 

The Y3000 campaign exemplifies the power of AI in crafting personalised, immersive brand experiences that resonate deeply with global audiences, whilst demonstrating that a brand steeped in history is capable of evolving with the times.

Nutella: Uneca

Now finishing off with a golden oldie from 2017 - back when AI was only mentioned in sci-fi films - but still worthy of a place in this list.

Nutella introduced AI to produce seven million unique labels for their iconic jars. Collaborating with Ogilvy & Mather Italy, Nutella employed an algorithm that generated an array of vibrant, one-of-a-kind designs, making each jar a collectable piece of art. 

This activation not only showcased AI’s capacity for large-scale personalisation but also reinforced Nutella’s brand as innovative and consumer-centric. The campaign’s success highlights how AI can revolutionise product presentation, transforming everyday items into exclusive collectables on scale.

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