The creative idea was to make the thought of a world void of creativity become a reality. So we created a fake artificial intelligence machine that could replace our innate desire to be creative.

We hosted an exclusive event, where we invited prestigious media houses and art critics to witness the unveiling of “Annie” the world first artificial intelligence art machine. At this event, with the help of a live demonstration they were shown a world that no longer had a need for creativity. Things then started to get really ugly, which is exactly what we wanted. Because the machine was never real, this was the perfect time to reveal our true message- that in a world being consumed by technology, now more than ever, Art Needs You.

A message that the media helped us share, generating earned media to the value of over 12.8 million (An ROI of 6.4:1), over 14.7 million digital impressions and an increase of total entries by 95% on the previous year. More importantly, we were able to reinforce our client’s commitment to the future of creativity in Africa.