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Mondelez Japan launches first campaign using artificially intelligent creative director

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By Charlotte McEleny | Asia Editor

June 6, 2016 | 4 min read

AI-CD ß, the world’s first artificially intelligent creative director by McCann Erickson Japan, has debuted its first work for Mondelez Japan brand Clorets Mint Tab (or Clo-Tab).

The brand set AI-CD ß the brief of creating an ad that communicated the idea that the confectionery “refreshens the mouth immediately with one tablet” and has “long-lasting refreshment that lasts for 10 minutes”.

AI creative director

The full campaign actually pitted a real and respected creative Mitsuru Kuramoto against AI-CD ß in making the ad, documenting the battle online. The two ads have now gone to a poll in Japan, with the public ultimately making the decision.

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Executive creative director and head of McCann’s creative department, Isamu Nakamura, said: “As a creative director myself, I have mixed feelings about this. But I am very excited to see how the public receives a commercial creatively directed by A.I. and how the battle between human and A.I. will turn out.”

McCann announced that AI-CD ß had joined the agency on April 1 this year, sparking many to question whether it was an April Fools or not.

It turns out it wasn’t and was actually part of its ‘Creative Genome Project’, the first in a series of projects undertaken by the agency’s ‘McCann Millenials taskforce’.

Shun Matsuzaka, a creative planner that led the development of AI-CD ß,said: “The strength of AI-CD ß is that it is free of bias or habits in the way of thinking that can limit human creators. This allows it to come up with creative direction that humans would never think of. For this project, we produced a commercial that faithfully carried out AI-CD ß’s creative direction.”

This is the ad created by AI-CD ß

This is the ad created by Mitsuru Kuramoto

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