| Title | BEWARE OF BOTS |
| Brand | SKILLBOX |
| Product/Service | "UX DESIGN." ONLINE COURSE BY SKILLBOX & MICHAEL JANDA |
| Category |
B06. Use of Technology |
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Entrant
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POSSIBLE MOSCOW, RUSSIA
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Idea Creation
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POSSIBLE MOSCOW, RUSSIA
|
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Media Placement
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POSSIBLE MOSCOW, RUSSIA
|
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PR
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POSSIBLE MOSCOW, RUSSIA
|
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Production
|
POSSIBLE MOSCOW, RUSSIA
|
|
Production 2
|
SKILLBOX Moscow, RUSSIA
|
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Additional Company
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LUCKY SITE Moscow, RUSSIA
|
Credits
| Vlad Sitnikov |
Possible Moscow |
CCO |
| Artem Filimonov |
Possible Moscow |
Creative Director |
| Fedor Nozdrin |
Possible Moscow |
Art Director |
| Ksenia Boyarkina |
Possible Moscow |
Senior Digital Producer |
| Rezeda Lutfullina |
Possible Moscow |
Junior Digital Producer |
| Oleg Pesochinsky |
Skillbox |
Head of Video Production |
| Timur Khamidulin |
Skillbox |
Director-?ameraman |
| Victoria Sysoeva |
Skillbox |
Special Projects Producer |
| Kirill Kosobok |
Skillbox |
Sound Mixing / Mastering |
| Konstantin Novikov |
Struttura |
Motion Graphic Designer |
Why is this work relevant for Direct?
We are using the most direct and unexpected way to access the audience – printers – a global and cheap media that helps us reach our target audience.
Background
Research* has shown that over 80% of white collar workers such as accountants and auditors will lose their jobs by 2024. They will be replaced by artificial intelligence. Creative professions, on the other hand, are safe. For instance, designers.
The goal: get the target audience to notice the Skillbox design course by Michael Janda, author of “Burn Your Portfolio”.
*The Future of Employment: How susceptible are jobs to computerisation – Carl Benedikt Frey and Michael Osbourne, University of Oxford and https://willrobotstakemyjob.com/
Describe the creative idea (30% of vote)
Inspired by Isaac Asimov’s, ‘First Law of Robotics,’ which states: “a robot may not injure a human being or, through inaction, allow a human being to come to harm”, online university Skillbox is launching the world’s first bot that warns of AI taking people’s jobs by sending message to printers connected to the internet all over the world.
Describe the strategy (20% of vote)
Our target audience: accountants, finance managers, auditors – everyone who deals with a lot of paperwork – still interact with printers on a regular basis. The element of surprise is our trigger.
The quickest and most unconventional way to deliver our message to specialists whose jobs are threatened by artificial intelligence today…. Is their office printer.
Describe the execution (20% of vote)
Our bot uses the open API of Shodan.io – the world’s first “Internet of Things” search engine – to find printers connected to the world wide web via 9100 ports. Once an open port is discovered – the message is sent to print. Inspiring people to start learning design right here, right now. After all, there is not much time left.
List the results (30% of vote)
– 1 869 000 messages sent by the bot;
– 32 473 website visits;
– 5 891 submitted applications.