THE WORLD'S FIRST 5G AI STYLIST
Title | THE WORLD'S FIRST 5G AI STYLIST |
Brand | EE |
Product/Service | EE |
Category |
B03. Experience Design: Multi-platform |
Entrant
|
PUBLICIS LONDON, UNITED KINGDOM
|
Idea Creation
|
POKE London, UNITED KINGDOM
|
Media Placement
|
ESSENCE London, UNITED KINGDOM
|
PR
|
M&C SAATCHI London, UNITED KINGDOM
|
Production
|
SNAP TECHNOLOGY London, UNITED KINGDOM
|
Production 2
|
PROJECTION ARTWORKS London, UNITED KINGDOM
|
Production 3
|
THE DIIGITALS Dorset, UNITED KINGDOM
|
Production 4
|
QUANTUM CAPTURE Toronto, CANADA
|
Additional Company
|
CAKE London, UNITED KINGDOM
|
Credits
Angus MacKinnon |
Publicis•Poke |
Group Creative Director |
Chris Townsend |
Publicis•Poke |
Creative Director |
Robyn Frost |
Publicis•Poke |
Creative |
Henry Foenander |
Publicis•Poke |
Creative |
Cameron-James Wilson |
The Diigitals |
CEO |
Mike Guy |
Publicis•Poke |
Senior Strategist |
Andy Dobson |
Publicis•Poke |
Head of Technology |
Gareth Cozens |
Publicis•Poke |
Backend Developer |
Nuala Monaghan |
Publicis•Poke |
Experience Developer |
Rachel Adelson |
Publicis•Poke |
Lead Producer |
Matt Roberts |
Publicis•Poke |
Business Director |
Tim Fletcher |
Publicis•Poke |
Account Director |
Kayleigh Didcott |
Publicis•Poke |
Account Manager |
Ron Siemerink |
Publicis•Poke |
Head of Design |
James Laurel |
Publicis•Poke |
Designer |
Jiayi Wang |
Publicis•Poke |
Copywriter |
Aleksandra Melnikova |
Publicis•Poke |
Head of User Experience |
Describe the creative idea
The world’s first 5G A.I Stylist:
Helping you shop affordable red carpet fashion live at the BAFTA’s.
Research showed that fashion dominated the conversation at the BAFTA, with 33%* of fans wanting to purchase the looks of their favourite celebrity. However, with the average look costing over £12k star style is out of reach for most. We leveraged a new social phenomenon and innovative technologies, to transform the world’s first CGI Supermodel into the world’s first 5G AI Stylist. As a result, blurring the lines between the digital and real worlds. We gave our influencer the power to do what no human could do. She was able to cross-reference thousands of retailers, in a matter of seconds, and deliver affordable red carpet fashion to fans at home, in real-time.
Describe the execution
As fans tuned in to watch their favourite celebrities arrive at BAFTA, they were served real-time updates across their social platforms of choice - the conversational platform of Twitter, and the fashion-dominated Instagram. Moments after appearing on the red carpet, our posts gave fans a first look of celebrity style and drove traffic to our AI Stylist chat, hosted by the world’s first CGI supermodel Shudu. Here Shudu engaged fans in a simple low-barrier to entry chat interface that allowed fans to instantly discover affordable alternatives. The unique power of Snap Tech’s machine learning capabilities analysed the garments and cross-referenced them across thousands of affordable ecommerce retailers. As a result, fans were then able to click-through to purchase within minutes of a star stepping onto the red carpet.
However, none of this would have been possible without celebrity engagement. So, how do you get an A-lister to pay attention and actively participate? It requires a spectacular experience.
We constructed an Unreal4 game engine model of Shudu to deliver a full range of lifelike movement. Holographic technology then brought her to life on the red carpet. With the ultra-low latency capabilities of EE’s 5G network Shudu could interact with celebrities in real-time who, with access to multiple smartphone cameras, captured the stars and their outfits to share with fans via social.
Captivated by the experience, stars such as Salma Hayek, Andy Serkis and Regina King engaged Shudu. This inspired a whopping 113k engagements with our AI Stylist chat, delivering over 2k personalised red carpet looks (worth over £400k to retailers) to fans at home. Above all, demonstrating the capabilities of UK’s best network and reinforcing EE’s commitment to being the most culturally relevant and advanced digital communications company, with the consumer at the heart.