Adaily Inspiration Week #23: Best AI campaigns from Cannes 2024 🦁

2. “VW 70 Years Campaign” - Volkswagen

Volkswagen celebrated its 70th anniversary in Brazil with a campaign featuring a virtual duet between , using advanced AI deepfake technology.

AlmapBBDO São Paulo • 2024 • Cars • Brazil • LATAM

Challenge

The challenge of this campaign was to reestablish an emotional connection between Volkswagen and Brazilians, celebrate VW’s 70th anniversary in Brazil, introduce the 1st VW electric cars in the country, and showcase the brand's innovation while highlighting its iconic heritage. This required balancing nostalgia with innovation and effectively engaging the target audience across various channels to achieve the desired impact and results.

Target Group

The target group of this campaign was primarily Brazilian consumers, particularly those with an emotional connection to the Volkswagen brand and its history. The campaign aimed to engage a wide range of audience demographics, from older generations who may have nostalgic memories associated with classic Volkswagen vehicles, to younger generations who are interested in innovation and sustainability, as the campaign also introduced Volkswagen's first electric-car line in Brazil.

Idea

The main idea of this campaign was to blend nostalgia with innovation by creating a virtual duet between the iconic Brazilian singer Elis Regina and her daughter Maria Rita using advanced AI deepfake technology. This virtual duet was set to the backdrop of the song "Just Like Our Parents," symbolizing the relationship between past and future, while also introducing Volkswagen's electric vehicle line and celebrating the brand's 70th anniversary in Brazil. The goal was to reestablish an emotional connection between Volkswagen and Brazilian consumers by highlighting the brand's heritage and commitment to innovation.

Results

The results of the campaign were highly successful: - The commercial became a viral sensation, trending at #1 for over 24 hours on various platforms. - It garnered over 50,000,000 organic views, excluding primary channels like WhatsApp. - The campaign achieved over 2,000,000,000 impressions, reaching almost 10 per Brazilian. - It generated the highest organic engagement in Brazil's advertising history, entering people's conversations. - Volkswagen became the sales leader within two weeks and closed 2023 as the fastest-growing auto brand. - The campaign led to the highest volume of conversations in the brand's history. - MTV selected the commercial to be shown as a music video. - Google and YouTube saw a 2,000% increase in searches related to the campaign. - Maria Rita experienced a 350% increase in concert invitations. - Elis Regina gained over 1 million new listeners on music platforms like Spotify, Deezer, and Amazon Music.

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3. “The AI President” - AnNahar Newspaper

AnNahar did AI President campaign using 90 years of historical data for governance.

Impact BBDO Dubai • 2024 • newspaper • Lebanon • Middle East

Challenge

The challenge of this campaign was to demonstrate the potential for objective and rational leadership in Lebanon amidst a political vacuum and ongoing crisis by introducing the concept of the AI President. The campaign aimed to showcase the value of leveraging historical data and impartial reporting to create a system capable of generating informed solutions to the country's complex challenges. It sought to provoke thought and action among the Lebanese people and political elite by showcasing a new model of governance that is free from bias and personal agendas.

Target Group

The target group of this campaign was the Lebanese government officials, policymakers, and the general public in Lebanon. The goal was to showcase the potential of data-driven, impartial leadership through the AI President, with the aim of influencing decision-making processes and fostering positive change in the country. Additionally, the campaign aimed to attract global attention to the initiative, highlighting the importance of objective governance in a critical political context.

Idea

The main idea of the campaign was to showcase the possibility of objective and rational leadership by creating the world's first AI President of Lebanon, trained on 90 years of historical data from AnNahar newspaper. The AI President aimed to provide informed, unbiased solutions to the challenges facing Lebanon by synthesizing historical and current data, thereby promoting the importance of data-driven decision-making in governance.

Results

The AI President of Lebanon campaign resulted in tangible change as government officials began using it in cabinet sessions to improve directives and shape policies. The AI provided unbiased data-driven insights and solutions, altering the course of discussions. AnNahar experienced its highest readership, with over 100,000 responses generated and a significant increase in website visits and subscriptions. The campaign received extensive global media coverage, generating over $25 million in earned media and becoming a trending topic on various social platforms.

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4. “The World’s First AI Augmented Snack” - Doritos

Doritos did Doritos Silent using AI-augmented snack with Crunch Cancellation software.

Sips & Bites London • 2023 • Chips • United Kingdom • Global

Challenge

The challenge of this campaign was to address the issue of the iconic Doritos crunch disrupting and annoying gamers during their gaming sessions. The goal was to turn this inherent problem into a marketing opportunity by creating innovative technology, the Doritos Silent Crunch Cancellation software, to provide gamers with a solution that allowed them to enjoy their favorite snack without disturbing themselves or others while gaming. The campaign aimed to showcase Doritos as an ally to gamers and enhance the overall snacking and gaming experience for the gaming community.

Target Group

The target group of this campaign was gamers, specifically those who enjoy snacking while gaming. The campaign aimed to address the issue of the disruptive noise caused by Doritos' iconic crunch when gamers are communicating with others online. The goal was to offer a solution that would enhance the gaming experience for this target audience by providing a way to enjoy Doritos without the sound interference.

Idea

The main idea of the campaign was to address the issue faced by gamers where the sound of Doritos crunching disrupts gameplay when snacking. To solve this problem, Doritos created 'Doritos Silent', the world’s first AI-augmented snack with Crunch Cancellation software, allowing gamers to enjoy their favorite snack without the noise interference during gaming sessions. The campaign aimed to enhance the snacking and gaming experience for gamers while also generating buzz, engagement, and brand loyalty within the gaming community.

Results

The Doritos Silent campaign generated 3.2 billion earned reach, making it the brand's largest global gaming campaign. It garnered over 250 pieces of media coverage, resulting in a 76% increase in on-target brand impressions and over 200,000 organic social engagements. Moreover, Doritos recorded a sales growth of over $50 million as a direct outcome of the campaign. Within the gaming community, the Crunch Cancellation software piqued interest, leading to more than 1.8 million website hits and over 15,000 software downloads in the initial weeks. Additionally, the Twitch Doritos emote was used over 5.3 million times, indicating high engagement from gamers. The campaign effectively enhanced talkability, global PR, commercial success, and brand awareness for Doritos.

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5. “The Shotline” - Change The Ref

Change The Ref did an AI-powered phone call advocacy campaign using voices of gun violence victims.

MullenLowe Boston • 2024 • NGO - crime • United States • North America

Challenge

The challenge of this campaign was to effectively advocate for gun reform in the United States in the face of significant political resistance and inaction. Despite a high number of gun violence deaths and mass shootings in the country, no federal gun laws were passed in 2023. The goal was to find a new, innovative way to compel lawmakers to take action and address the gun violence epidemic, leveraging the power of AI technology and audio innovation to give a voice to victims of gun violence and empower citizens to demand change through direct action via phone calls to Congress.

Target Group

The target group of this campaign was the general American public, particularly those who are concerned about gun violence and advocate for sensible gun reform laws. The campaign aimed to mobilize and empower individuals to take action by using the innovative AI technology to send AI voice calls to members of Congress, urging them to pass responsible gun reform legislation.

Idea

The main idea of the campaign was to harness cutting-edge AI technology to re-create the voices of victims killed by gun violence, allowing them to make phone calls to Congress advocating for gun reform. By enabling Americans to send these AI calls to their representatives through The Shotline platform, the campaign aimed to amplify the voices of those affected by gun violence and push for legislative change in a powerful and unprecedented way.

Results

The campaign achieved significant results within the first month of its launch. It garnered over 51,000 social media mentions, resulted in the publication of 1,235 news articles across the country, and generated over 3.6 billion impressions, all achieved without any media spend. The campaign was selected as the Apple News Editors' Pick, leading to a push notification for every Apple News user in the United States. Following the campaign launch, there was a 22% increase in gun reform conversation on social media in the subsequent two weeks. Moreover, the campaign successfully motivated individuals to move beyond mere vocal advocacy for gun reform by taking direct action. The Shotline website facilitated over 100,000 calls to members of Congress within a span of just 10 days, ensuring that every representative and senator in the United States received communication urging action on gun reform.

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