Technology and creativity evolve at a dizzying pace. So how to promote the Brazilian Creative Club Festival – the biggest event in Brazilian advertising – in a way that is truly new? With an idea that changes like the world: every second. Using an exclusive algorithm, we created a campaign that was mutable in all its aspects: logo, tagline, colors and typography. A campaign that never repeated itself.

First, we created a grid based on the original Creative Club’s logo – a star, with 55 intersection points. We then established those points as a guideline for the algorithm, which generated every possible form of the 26 letters of the alphabet and of the star in real time. The algorithm also changed the colors of type and background, always in a complementary way. The result was 9 different posters: each version of them could be seen only once. As they were living and mutating, the posters were digital-only: they were never printed or shown in a static way to the audience. Each one had its individual link, so the algorithm could work in real time. And we also replaced traditional media by an innovative one. The mutating posters were turned into guerrilla projections in dozens of different sizes on places that are often visited by our target audience: agency professionals, producers, students, and artists.

The campaign was featured on main local creativity and advertising websites, such as Meio & Mensagem, PropMark, Hypeness, AdNews. During the days that the projections happened and the posters were online, Creative Club’s website traffic was increased by 20% and Festival ticket sales were also increased by 15% compared to the previous year. All of this with a very tight budget: about 10 thousand dollars.