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.