案例简介：

案例简介：Execution AI-CD ß officially joined McCann Tokyo as creative director on April 1, 2016 along with 11 employees newly graduated from university. News of the hiring was intentionally released right before April Fool’s Day. AI-CD ß will actually be assigned clients and will work with a creative team as creative director. Outcome Through data and technology, the McCann Millennials team was successful in creating this year’s most talked about and anticipated new employee in Japan. The news of AI-CD ß was covered by some 60 media outlets in over 30 countries around the world and created big news and publicity both in Japan and overseas. The news also piqued the interest of a client, who then assigned the A.I. as a creative director to its ad campaign. Campaign Description They had no budget, no client, and no creative director to guide them. But they decided to use this to their advantage and turn it into a hook that will generate buzz. The team came up with the idea of actually building their own creative director using artificial intelligence. Synopsis The mission of McCann Worldgroup is to be the #1 creatively-driven marketing company. And to approach this mission in a completely new way, a group of young creators came together to form the McCann Millennials. Strategy The team came up with the strategy of first targeting the ad industry and the tech industry to generate buzz and to spread the news out to the mass media from there. The name AI-CD ß was given so that the fact that it was an “Artificial Intelligence Creative Director” would be easily communicated. The team also gave a robot body to the A.I. and had it participate in the agency’s new-employee welcoming ceremony as one of the company’s new members to create an occasion for media coverage. Furthermore, the news of the AI-CD ß participating in the new-employee welcoming ceremony was intentionally released right before April Fool’s Day to generate a discussion on whether the news was a prank or not.

Ai-cd ?

案例简介：

Ai-cd ?

案例简介：Execution AI-CD ß officially joined McCann Tokyo as creative director on April 1, 2016 along with 11 employees newly graduated from university. News of the hiring was intentionally released right before April Fool’s Day. AI-CD ß will actually be assigned clients and will work with a creative team as creative director. Outcome Through data and technology, the McCann Millennials team was successful in creating this year’s most talked about and anticipated new employee in Japan. The news of AI-CD ß was covered by some 60 media outlets in over 30 countries around the world and created big news and publicity both in Japan and overseas. The news also piqued the interest of a client, who then assigned the A.I. as a creative director to its ad campaign. Campaign Description They had no budget, no client, and no creative director to guide them. But they decided to use this to their advantage and turn it into a hook that will generate buzz. The team came up with the idea of actually building their own creative director using artificial intelligence. Synopsis The mission of McCann Worldgroup is to be the #1 creatively-driven marketing company. And to approach this mission in a completely new way, a group of young creators came together to form the McCann Millennials. Strategy The team came up with the strategy of first targeting the ad industry and the tech industry to generate buzz and to spread the news out to the mass media from there. The name AI-CD ß was given so that the fact that it was an “Artificial Intelligence Creative Director” would be easily communicated. The team also gave a robot body to the A.I. and had it participate in the agency’s new-employee welcoming ceremony as one of the company’s new members to create an occasion for media coverage. Furthermore, the news of the AI-CD ß participating in the new-employee welcoming ceremony was intentionally released right before April Fool’s Day to generate a discussion on whether the news was a prank or not.

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Ai-cd ?

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