| Title | PAUL |
| Brand | DE TIJD |
| Product/Service | PAUL |
| Category |
E03. Innovative Use of Technology |
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Entrant
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FAMOUSGREY, BELGIUM
|
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Idea Creation
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FAMOUSGREY, BELGIUM
|
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Media Placement
|
FAMOUSGREY, BELGIUM
|
|
PR
|
FAMOUSGREY, BELGIUM
|
|
Production
|
FAMOUSGREY, BELGIUM
|
Credits
| Katrien Bottez |
FamousGrey |
Executive Creative Director |
| Laurent Dochy |
FamousGrey |
Creative Director |
| Anne-Cécile Collignon |
FamousGrey |
PR Manager |
| Charlotte Bodson |
FamousGrey |
RTV Producer |
| Patrick Tresset |
Patrick Tresset |
Artist |
| Frederik Delaplace |
Mediafin |
CEO |
| Katleen Mertens |
Mediafin |
Product Manager |
| Iwein Vandevyver |
FamousGrey |
Art Director |
| Tom Jacobs |
FamousGrey |
Art Director |
| Coppelia De Crane D'Heysselaer |
FamousGrey |
Project Leader |
| Janpieter Mels |
FamousGrey |
Business Director |
| Liesbeth Pyck |
FamousRelations |
PR Director |
| Sven Vanhee |
FamousGrey |
Editor |
The Campaign
We had to make a newspaper ad for a series of longreads in which 4 contemporary thinkers put the digital revolution in a broader perspective. But... talking about technological change and the digital revolution in old medium as a newspaper? It seemed a contradiction - but it isn't. Because the impact, meaning and consequences of the digital revolution go far beyond media or technology. This thought was our starting point. So we made an ad and added the latest technological ‘tricks'. Each ad showed a drawn portrait of an interviewee. When you scanned the drawing (via Shazam image recognition), you discovered that the drawing was made by a robot. The voice over said: "You just scanned the first newspaper ad drawn by a robot. Nice. But to fully understand the digital revolution, one must look further than technological gizmos. Read all about it in our new series."
Creative Execution
BRAND RELEVANCE
De Tijd is Belgium's leading business newspaper, the reference for all economical and financial news. But the newspaper has changed its positioning towards a qualitative business oriented news medium. Their new baseline: Always ahead.
Our ads had:
- to generate awareness and interest in the new series of longreads on technological progress amongst current De Tijd readers
- to support the newspaper's broader positioning
- to underline the qualitative value of De Tijd newspaper. ('Always ahead')
We made a series of 4 newspaper ads. Each ad depicted a portrait of one of the 4 interviewees: Douglas Coupland (writer and visual artist) Luciano Floridi (‘the philosopher of Google’), Geneviève Bell (anthropologist at Intel) and Lord Robert Skidelsky (economist).
PROCESS & IMPLEMENTATION
Because the series were all about progress, we added the latest technological ‘tricks' to classic newspaper ads.
We teamed up with the French artist and scientist Patrick Tresset. He developed a robot called 'Paul' who drew portraits of each interviewee. (The drawings have a hand made feel, so it is more surprising to find out they were made by a robot.)
These drawn portraits were the core visual of each ad. Each portrait could be scanned via Shazam visual recognition, an at that time brand new technique. When you scanned the portrait, you saw a film of Paul the robot who is drawing the portrait you just scanned.
Note: for the people without Shazam, we added an explaining body copy.