|Category||E03. Real-Time Response|
|Entrant||BETC Paris, FRANCE|
|Idea Creation||BETC Paris, FRANCE|
|Production||MAKE ME PULSE Paris, FRANCE|
|Stéphane Xiberras||BETC||Chief Creative Officer|
|Benjamin Le Breton||BETC||Creative Director|
|Arnaud Assouline||BETC||Creative Director|
|Julien Vergne||BETC||Art Director|
|Bao Tu NGoc||BETC||Lead Producer|
|Josselin Bondoin||BETC||Assistant producer|
|Julien Leveque||BETC||Head of activation strategy|
|Guillaume Martin||BETC||Head of Strategy|
|Guillaume Espinet, Elsa Magadoux, Alexis Delwasse, Peter Feurmour||BETC||Agency Management|
|Audrey Brugere,Jordane de Villaret, Christopher Marchand||Canal+||Brand Management|
The CampaignEveryone uses social networks today soit seemed pretty obvious that Pius XIII would use them to address his believers. We came to the conclusion that the best way to give this fictional pope a voice, was to create Facebook, Twitter, YouTube and Dailymotion profiles for him. Then we gave him the opportunity to reply freely to social network users’ messages whose tone or object would be contrary to the morals of Pius XIII. His answers came through the form of verses from the Bible.
Creative ExecutionTo materialize our idea,we became partners with IBM to use their well-known artificial intelligence called Watson. To monitor to which extent AiMEN was able to fulfill its mission both quantitatively and qualitatively we devised an online dashboard. This dashboard provided us with a live picture of the messages analysed and answered by the AI as well as a library of messages effectively answered. The AI development along with the dashboard production spanned over two and a half months from early August to mid-October 2016. The activation was released in France and lasted over 2 weeks right before the first broadcast of the series on October 24th 2016.
Our bot analysed over 4 million messages and answered more than 1 million of them to spread the good word. The verses from the Bible answered by Pius XIII generated more than 3 million impressions. In a 2 week period we built and expanded The YoungPope’s notoriety virally and we contributed to the tremendous success of its first episode with à 13,3% audience share the night of its release (the best score for a CANAL+ original series in 2016).
To make sure Pius XIII would answer users vile messages appropriately, we educated AiMEN for weeks. We started with vocabulary related to anger, envy, desire, and selfishness so that he could identify clearly the messages he would have to answer. Then we nurtured AiMEN with more than 39.000 verses from the New and Old Testaments. By doing so we were sure Pius XIII would have the capacity to process users’ messages and answer them with appropriate verses in an effective way. This learning process associated with the power of the AI enabled us to surprise thousands of social networks users with the purpose of expandingThe Young Pope’s notoriety in a both organic and viral way.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.