Five Innovative Branding Campaigns Powered by AIGC

We have seen companies are leveraging AI tools to create innovative campaigns that resonate with modern audiences.

Here, we explore some distinct advertising campaigns that highlight the diverse applications of AI in promoting inclusivity, creativity, and engagement.

JD.com x Secondhand Rose’s “I Want to Bloom”?—?An AI-Powered Music Video Revolution

China-based marketplace platform JD.com teamed up with renowned rock band Secondhand Rose to embark on an ambitious exploration of AI’s potential in music video creation.

The project, titled “I Want to Bloom,” aimed to harness cutting-edge AI technologies to deliver a mesmerizing audiovisual spectacle that transcends time and style, pioneering a creative revolution in the realm of music videos.

By intertwining Secondhand Rose’s distinctive musical identity with JD.com’s brand essence, the project established a core theme of “Retro-Futurism,” blending “Ornate Classical Oil Paintings,” “Cyberpunk,” and “Surrealism” to forge a visual universe that is both nostalgic and avant-garde.

The execution of “I Want to Bloom” began with a meticulous conceptualization phase, where JD.com and Secondhand Rose aimed to create a cross-disciplinary artistic vision.

By merging the band’s unique musical style with JD.com’s innovative brand identity, they established a core theme of “Retro-Futurism.” This theme skillfully blended “Ornate Classical Oil Paintings,” “Cyberpunk,” and “Surrealism,” creating a visual universe that was both nostalgic and avant-garde, setting the stage for a groundbreaking music video.

Following the conceptualization, the technical preparation phase involved curating an extensive AI toolkit including Midjourney to bring the vision to life.

Tools such as D-ID for lip-syncing, Mid Journey for generating thematic backgrounds, LeiaPix for converting flat photos into 3D images, and PixaMotion & Stable Diffusion for creating dynamic, fluid backgrounds were meticulously selected. These tools ensured every element of the video was crafted with precision, adding depth, realism, and a dreamlike quality to the final product.

Dove: Prompts that Generate Real Beauty

To mark the 20th anniversary of their “Real Beauty Campaign,” Dove launched “The Dove Code,” a new initiative aimed at showcasing diverse beauty standards.

Created by the Brazilian advertising agency Soko, the campaign utilizes AI to generate more inclusive and realistic beauty images.

Dove’s research revealed that many people feel inadequate when they see AI-generated perfect images online.

To combat this, Dove introduced the “Real Beauty Prompt Guide” for creators, encouraging them to use the phase of “according to Dove Real Beauty Campaign” in their AI prompts.

This simple addition helps generate images that reflect a broader spectrum of beauty.

We tested this in Midjourney and it worked. But while using ChatGPT with GPTo, the additional prompt made no difference.

Black & Abroad: Embracing AI’s Limitations

Black & Abroad, a company dedicated to redefining travel experiences for modern Black travelers, encountered unexpected challenges when using AI-generated content for their “See You There” campaign.

The AI tools often altered customers’ skin tones and depicted biased backgrounds, which highlighted inherent biases in AI algorithms.

Rather than abandoning the concept, Black & Abroad chose to showcase these biased images directly in their marketing materials with the message.

By doing so, they aimed to resonate with their audience and underscore the importance of real-world experiences over flawed AI-generated representations.

San Francisco Ballet: ChatGPT as Celebrity

The San Francisco Ballet and the advertising agency The Shipyard took an innovative approach by enlisting ChatGPT as a special celebrity to promote their performance “Mere Mortals.”

Recognizing ChatGPT’s influence among young people, they provided it with extensive background information to generate human-like reviews of the ballet.

These AI-generated reviews were then used as quotes in the advertising campaign, blending traditional art with modern technology.

The campaign also included binary code in outdoor ads, inviting tech enthusiasts to decode and engage with the messages.

This creative fusion of AI and art successfully attracted new audiences and demonstrated how technology can enhance the appeal of traditional cultural events.

Britannia Biscuits: AI-Driven Fantasy

Britannia, a renowned Indian biscuit brand, sought to captivate younger audiences by creating a fantasy biscuit world using generative AI tools.

Their advertising agency Schbang designed a campaign that reimagined Britannia’s products in a whimsical, AI-generated universe.

This imaginative approach not only refreshed the brand’s image but also showcased the limitless possibilities of AI in creating engaging and memorable advertising content.

These campaigns highlight the transformative potential of AI in advertising. From promoting inclusivity and addressing biases to blending traditional art forms with modern technology, AI is reshaping the way brands connect with their audiences.

As AI technology continues to evolve, it will undoubtedly open new avenues for creativity and innovation in the advertising industry.