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Balenciaga experienced a brand crisis for using campaigns with children, where criminal acts are apologised.
In Mexico there are brands like Sam’s Club who started using technology AI in their campaigns.
The ability of brands to communicate creatively with the help of artificial intelligence allows pieces without waste.
Balenciaga launches a campaign with a series of activations, which attract attention because it resorts to the use of AI in its pieces.
In this series of installments, a very interesting element stands out and it is the use and impact that is expected from this development.
“During a 2022 survey conducted in the United States, it was found that 26 percent of respondents thought that artificial intelligence would neither make their lives easier nor difficult. In addition, 31 percent of respondents between the ages of 30 and 44 said that AI will make their lives much easier,” he concluded. Bergur Thormundssonanalyst of Statista when presenting the study YouGov on this subject, exclusively to subscribers of this study platform.
Balenciaga returns to advertising controversy
The brand of expensive products and controversial designs, Balenciaga, returned to the advertising market with a campaign that surprised because it makes use of AI, generating an impact among consumers in the luxury sector.
Among the creative deliveries that the brand has had with the help of this technology are “The “The Office by Balenciaga”, “Batman by Balenciaga”, “Star Wars by Balenciaga”, “Marvel by Balenciaga”, “Lord of the Rings by Balenciaga”, “Breaking Bad by Balenciaga” and “Game of Thrones by Balenciaga”. He even released a piece titled “Harry Potter by Balenciaga”.
With this series of deliveries, the brand demonstrated that creativity has become a tremendously important resource in the market and reveals how transcendental consumption is motivated by next-generation creative actions, due to the dose of technology they have.
The controversy of Balenciaga that once again is registered in the advertising market allows us to see the value of ideas and how important it becomes to size the market, where a resource is key in this exercise and is the one that has to do with the successful implementation of technological resources that pay the brands.
The use of new technologies in advertising campaigns is not a trend of this 2023, in fact in Mexico these resources were innovated in 2020 when Publicis launched the campaign #SeguimosHablando where with the use of deep fake technology the journalist Javier Valdez was “revived”, who was assassinated in Mexico in the exercise of his informative work.
The campaign sought to raise awareness about freedom of expression and the need to create guarantees for journalists, with which their free work could be guaranteed.
Like this campaign that made use of the latest in digital technology, we have already seen some recent installments in this regard, such as the one that Sam’s Club did with the campaign “We celebrate what you are”, which makes use of artificial intelligence, so that mothers Those who sign up for this platform receive a personalized message from the actor and all with the help of the latest technology.
“This innovative proposal demonstrates Sam’s Club’s commitment to always put its members at the center, by offering them more benefits and receiving something special from their price club throughout the year,” explained the brand about the creative initiative.
Both cases allow us to see a tremendously valuable case in the market and it is the one that has to do with innovation and how creative actions are involved hand in hand with innovation.