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Havas agencies BETC and Buzzman go for purpose that’s more than PR

Purpose has rather fallen out of fashion in ads but that doesn’t mean it should be completely forgotten.

Two creative agencies in the Havas stable – BETC Paris and Buzzman – are using it to some effect, to try to effect change.

BETC for ride-sharing service Heetch found that Midjourney’s generative AI produced disturbing results when you put banlieue, the Paris suburbs with 12.5 million inhabitants, into it. A happy wedding image immediately became something else.

So they decided to change things by sending this state-of-the-art technology provider good old postcards. Intriguingly the mighty Midjourney has only 11 employees, just the job for a postcard barrage to try to reset the banlieue’s image.

To mark the French national day against school bullying – one if ten kids suffers – Burger King and Buzzman partnered with charity Les Papillons to demonstrate that one in ten is a lot by turning one in ten BK properties grey, including the logo, tables, cups etc.

On the day all profits from BK’s King Junior menus went to the charity.

Quite a lot in common between bullying and AI.

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