A year ago, the buzzword was NFT; Today it seems that it would have been decades ago. The world moves so fast that staying up to date seems like a mission only for journalists from Wired.
I am sure that this Cannes 2023 will be the beginning of an era full of ideas developed with AI. That’s why at Weber Shandwick/McCann we bring you something big with our proposal for the Museum of Lies.
The Museum of Lies mixes a chatbot, midjourneyAI and a lot of experimentation, it is a unique place in the world where fake news is exposed, with this action we have achieved 78.3 million impressions, 13.6 million unique reach and more than 2 million dollars in free press creating an engagement in more than 100 media from 15 countries.
This idea, years ago, would not have been possible with this mix of real-time data, nor would it have achieved the impact we had.
Today the question is how could artificial intelligence alter the criteria of the juries in Cannes? And how, in the future, will it be distinguished whether the brilliant idea was the product of human thought or a robot decision tree?
This year we will see winning ideas such as “Turnstile Turbines” for Iberdrola, which takes advantage of the subway stations to remind us how a minimum action can be the beginning to create clean energy.
We will surely see the success of “Heartbeat Drum Machine”, an arrhythmia drum machine, built from the heartbeats of four children with different heart defects.
Thus the problem was exposed to possible donors so that anyone could experience what happens when those little hearts are broken.
Another big idea set to hit Cannes strong is “Missing Matoaka” for Muskrat Magazine: a full-length alternative audio track for Disney’s Pocahontas, synced to every syllable on screen.
The film was rewritten and rerecorded, word for word, by indigenous writers; In addition, they corrected the character’s history, beginning with his real name, Matoaka.
Artificial intelligence as a tool will be the protagonist this year, but the winners in Cannes will be those who manage to create social movements, change behaviors and raise awareness about what is happening in the world.
Today, more than ever, it is the duty of companies, brands and products to have a defined role in people’s lives and for this we need our power to discern, it is premature to think that it is a robot that tells us which is the right path to follow. we must continue.