One thing is certain: AI does not replace our ideas, but it is capable of changing the way we experience and talk about them! 🤖 Yes, AI is a limitless playground for creative communicators..
With humor, with audacity, with self-deprecation, with simply good creative intuition... ???? A look back at the campaigns that most brilliantly combined human intelligence with artificial intelligence. 🪅 Un anthology signed We Are COM and guaranteed 100% genius oddities.
#1 – Bescherelle – A picture is worth a thousand words
Because in communication, nothing is more impactful than a message supported by evidence, or in this specific case, a visual representation of evidence. With its campaign " "A picture is worth a thousand words," the leading authority on the French language has chosen to demonstrate the importance of spelling by tricking artificial intelligence.
✨ The lesson to be learned from this? To convince people, there's no need to overdo it; a public test is more effective than a long manifesto. Bescherelle reminds us that often, the best ideas are the simplest.
#2 – Apéricube – Apéri +
AI offers many possibilities, including the ability to subvert the conventions of… Netflix! Because happy hour is a moment to be shared, like a great series, Apéricube created a buzz by launching its own mock streaming platform, Apéri+. A successful pop culture parody—let's check it out!
✨ The lesson to be learned from this? The brand isn't begging for attention; it's offering a cultural experience, made up of mini-trailers, that gives people a reason to talk about it. By repurposing a highly structured format, AI generates strong visibility without breaking the bank.
#3 – Franui – The Fran Boys
Ah, boy bands! Real or virtual, they never fail to elicit a reaction. Franui is a brand that sells chocolate-covered raspberries. But it's also a brand that has decided to respond to comments from internet users frustrated by the difficulty of finding its desserts on store shelves, through an imaginary boy band. 100% AI-generated, The Fran Boys is an artificial R&B group that responds to very real complaints.
✨ The lesson to be learned from this? Ultimately, the line between the artificial and the real is thin. By transforming irritants into entertainment, Franui turns complaints into creative hooks. When it comes to personalization, AI can be an exceptional ally.
#4 – The Milkmaid
AI can also be useful for repurposing works of art, as demonstrated by this ingenious La Laitière campaign. The idea? To ask artificial intelligence to imagine the scene surrounding Vermeer's famous eponymous painting, the brand's emblem.
More than just a result, this activation reveals the behind-the-scenes story of a cultural buzz.
✨ The lesson to be learned from this? The brilliant twist: the brand doesn't replace art, but positions itself as a true artistic guide to the painting. Thanks to its "outpainting" function, AI enriches the canvas without betraying its essence. Technology, when used well, can lend a form of legitimacy.
#5 – Heetch – Greetings from the suburbs
Focus on the stereotypes conveyed by AI with Heetch. The ride-hailing brand is running a clever mock: by denouncing the clichés about the suburbs generated by AI, it is proposing the construction of a counter-database of images: fairer and richer.
✨ The lesson to be learned from this? Pointing out what's wrong is good. Taking action to make things change is even better. Here, the brand does exactly what we expect from good communication: it defuses the situation with lightness and restores the truth.
#6 – KitKat – Have AI Break
KitKat encourages its customers to take a break with its famous slogan, "Have a break." Well, this time, they too are choosing to take a little break thanks to AI. This clever campaign reaffirms a long-standing promise with innovation and self-deprecating humor.
✨ The lesson to be learned from this? That's brilliant! The moral of the story? AI can deliver on your long-standing promise. However, it can't replace you during your well-deserved breaks, and that's reassuring.
#7 – ASICS – AI Training Program
This brings us back to the lack of realism in images generated by artificial intelligence. Now it's ASICS' turn to denounce the unrealistic bodies that AI associates with physical exercise and to "re-train" the tool.
✨ The lesson to be learned from this? ASICS plays on the word "training," training for its customers, of course, but also training for AI (and more broadly for mentalities), which sometimes tend to forget that physical exercise is above all beneficial for the mind.
#8 – Renault – Reinvent Twingo
What if we co-created the ideal Twingo with AI? That's the idea the car manufacturer came up with to celebrate the 30th anniversary of its iconic model. But Renault isn't stopping there, promising a true show car inspired by the best creations to fuel its hashtag. Talk about artificial intelligence opening up a world of possibilities!
✨ The lesson to be learned from this? What's certain is that a participatory approach is always better when there's a reward involved. It's a success for the brand, which manages to transform digital co-creation into a tangible object, all while simply letting the public have fun.
#9 – Heinz – AI Ketchup
When an AI is asked to generate a visual of ketchup, the brand's famous bottle invariably appears. A boon for Heinz, which immediately used this observation to reaffirm its cultural dominance.
✨ The lesson to be learned from this? Simple experience, immediate conclusion, endless variations, easy sharing… The recipe for using AI to boost brand awareness that simply works.
#10 – Coca-Cola – Create Real Magic
Finally, it's an initiative from Coca-Cola that has won over the We Are COM team. The soda brand invited creatives to remix its historical and traditional iconography. With "Create Real Magic," the brand offers digital artists a truly structured playground.
✨ The lesson to be learned from this? By unleashing creativity and transforming brand symbols that are usually untouchable, Coca-Cola demonstrates both boldness and humility. Ultimately, more than 120,000 original works were generated!
Images: Freepik
