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Bk Bot

Bk Bot | 汉堡王 | Burger King | David
下载原始文件 下载原始文件 JPG | 3499x2473px
基本信息
行业: 食品
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

The campaign’s copywriting intentionally walked the line so well between what’s plausibly from A.I. and what’s hilariously. The humans who actually made the ads replicated the results of machine learning so realistically that people thought our social media was being handled by real A.I.

Background

Automation is evolving and revolutionizing every industry. It’s also replacing us humans as well. Even advertising may not be immune, because of advances in artificial intelligence which claim to be able to mimic actual human created creative.

In response to this social fear, Burger King wanted to make a pro-human. As passionate hands-on makers, we launched a nonsensical campaign that shows the folly of giving full control to A.I. and prove that humans can’t be easily replaced.

Describe the creative idea (30% of vote)

Burger King laughed at the issue by talking about it in a self-deprecating way – by making a campaign that only humans can make. Together with influencer and Twitter comedian Keaton Patti, we launched a fictional bot that supposedly wrote its own campaign through machine learning. It was a satire of the whole conversation. It showed what happens when you give robots too much power, proving that human creativity can’t be replaced.
People were confused and couldn’t tell whether the campaign was actually written by A.I. or a human. The writing intentionally walked between this line, proving in the end that only humans could come up with such nuanced sense of humor.

This campaign was the first “reverse Turing Test” campaign ever.

Describe the strategy (20% of vote)

The copywriting was key to make the campaign feel believable. If we wanted to trick people into thinking our social media channel was taken over by artificial intelligence, we needed to actually sound like machine learning gone wrong.

Through crafted copywriting, we imitated a bad A.I. trying to write commercials. They were intentionally made to walk a fine line between making people believe that this was actually written by a robot and hilariously absurd.

We started by posting messages for all of our followers to see. We then messaged people who interacted with our posts individually. Our goal was to fool the audience into thinking these terrible ads were made by a bad A.I. (even though it was actually written by humans).

Describe the execution (20% of vote)

We partnered with Keaton Patti, an influencer and Twitter comedian, and analyzed over 1000 hours of Burger King ads to try and imitate the results of machine learning. We implemented the campaign in a variety of ways on social: posts, stories, individually replying to fans in the comments section, etc.

List the results (30% of vote)

We successfully fooled people into thinking this work was actually written by artificial intelligence, even though it was written by humans.
- 700 million impressions
- $7 million USD in earned media
- A.I. ads beat human ads in branding
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
铜奖 直效
Copywriting
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