Exploring how AI can act as a conduit for sensorial experience, French cognac brand Rémy Martin teamed up with American R&B singer Usher to create a campaign merging AI capabilities with the spoken word. Designed to celebrate the launch of its limited-edition 1738 cognac, the campaign features Usher poetically describing the product’s tasting notes and translating the phrases and descriptions into a first-of-its-kind digital artwork that puts taste front and centre.
Portugal’s Jardim Sonoro, one of Europe’s leading electronic music festivals, underwent an artistic rebranding courtesy of AI this year. Created with marketing agency Dentsu Creative, the event used visual AI platform Mid Journey to transform keywords submitted by users into promotional materials encompassing the festival’s key tenets of music, travel and culture. Designed to capture the sensorial thrill of attending the event, the resulting computer-generated campaign combined performer photographs with birds, butterflies, leaves and trees.
Boasting a more irreverent approach to AI adoption, US-based HJ Heinz Co created a campaign to test its theory that the brand is the go-to option for ketchup. Using the Dall-E 2 AI system, the brand fed the software with random ketchup-related phrases and the results yielded a series of sauce-inspired images with its signature branding. The findings formed part of Heinz’s ongoing Draw Ketchup campaign, which aims to prove the brand’s synonymous relationship with its defining product.
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