Artificial Intell-a-Joke D25
by Dentsu Creative
2022 was the year when Artificial Intelligence grabbed hold of the news agenda so Dentsu Creative decided to put the technology to the ultimate test: could it create funny Christmas cracker jokes to meet the agency’s annual Christmas card brief?
Creating Artificial Intell-a-Joke D25, the ‘cracker joke generator of the future’ brought the concept to life. A futuristic cracker mirrored the style of a modern tech launch, before moving from sleek black forms to a more festive appearance.
Users entered their name for a customised experience, before choosing their required level of cheesiness before the cracker generated an appropriate joke. The project was developed entirely in-house, with the brand’s Christmas card budget donated to Mind UK and achieved widespread sharing. More than 1,000 jokes were told on the day of its launch alone.
The judges said “Great fun, thoroughly engaging and really stood out.”
ChatGPT Mailer
by Paul Hodgkinson Copywriter Ltd
Generative AI and ChatGPT threaten to disrupt the creative writing industry, but one-man copywriting agency Paul Hodgkinson decided to push back with an email campaign targeted directly to the personal inboxes of potential senior clients.
With the objective of promoting a newly-designed website, the mails highlighted Hodgkinson’s personal skills and individual thinking – and how these cannot yet be replicated by algorithm. Each message signed off with a spoof CAPTCHA device that linked directly to his site. Here, readers could discover more about his four decades of experience writing ads for clients as diverse as NATO, P&O Cruises and Waitrose.
The campaign, which is still running, has scored above-average response levels – including appointment to two freelance rosters and to two live jobs.
Notation Rotation
by Studio Sutherl& Christian Eves, for Sutherl&Eves
Notation Rotation was designed as a system to make the process of chess notation more intuitive for two novice players, who were competing with one another over Zoom during lockdown.
From using written prompts on the board itself, the players moved to a prototype where the A-G and 1-9 notational symbols were intrinsic to the squares on the boards.
A series of light and heavy cuts were used to create shapes on the black and white squares in Notation Black and Notation Light typefaces, so that the lettering forms the chessboard. The typefaces are abstract, so that they are seen as squares first and notation second. The black and white squares are orientated in the correct direction for each player to read, hence the name of the project.
Using digital printing onto 100% recycled paper board, Notation Rotation was produced in a strictly limited edition of eight, to be used by the two agencies and gifted to select clients by both parties.
NOT Wieden+Kennedy
by Wieden+Kennedy
When Wieden+Kennedy created a branding and design studio called NOT Wieden+Kennedy it decided that the visual identity would not be based on a logo.
Instead it created The NOT Machine, a type and image generator that allowed anyone in the team – whether they were a designer or not – to create the word ‘NOT’ from any image or icon, then animate it.
Conceived as irreverent and playful, the infinitely variable identity allows the studio to react to cultural events, take on client assets, and have fun, it says. This latter factor convinced the agency to create another version of The NOT Machine that it could hand over to the internet, for free.
Self-promotional Projects
HALL OF FAME WINNERS
shortlisted
winner
The PROPER Dropper
by Woodrow, for PROPER Snacks
Proper Snacks, maker of ranges of popcorn, crips and chips, brought the UK’s first ‘human claw’ machine to the streets of London to tarket Gen Z and millennial consumers.
An oversized version of the arcade favourite, the PROPER Dropper saw participants secured into a harness to become the claw, controlled by a friend as they attempted to grab as many bags of snacks as they could hold, from a giant pit filled with 16,000 packs. Limited edition gold packs offered the chance to win additional prizes from brand partners including NICCE, FILA, ByRotation and SONOS.
More than 200 influencers took part in the promotion, creating TikTok content that sent the Proper DROPPER viral. It achieved more than 15 million social views and a 2,000% uplift inTikTok followers for the brand.
