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

Name	Company	Position
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.