At the Cannes Lions Festival of Creativity, many sessions discussed AI, but this one showed it in action.
In Get Sh*t Done Live: Where Humans and AI Collide, Rosie Yakob, Co-Founder of Genius Steals, manned Springboard, an AI Advertising Tool, while Rebecca Rowntree, Founder of Get Sh*t Done, Faris Yakob, Co-Founder of Genius Steals, and Omar Karim, Creative Director at Joy Machine, collaborated with the audience to create an advertising campaign using AI – all in 30 minutes. From brief to execution, the session demonstrated that AI can help speed up the creative process, but not without the help of human creatives.
The Brief
First, they needed to create a brief. They began with an audience suggestion – to create a campaign that shows that AI won’t be able to replace human creativity. Then Rosie Yakob utilized Springboard’s “Creative Brief” mode. The feature allowed them to generate a series of insights and briefs, using advertising brief models like Get-To-By. After a few iterations, the team came up with a concise one-sentence brief: “How do we get AI to remind us how important humans are in the creative process?”
Rosie Yakbo & Faris Yakob, Co-Founders of Genius Steals with Rebecca Rowntree, Founder of Get Sh*t Done
The Creative Idea
Now that they had a brief, it was time to start brainstorming an idea. Using Springboard’s feature, “Execution Generator,” they instantly created options for 30-second commercial scripts. The AI allowed the user to toggle the “randomness” of each execution.
The lowest setting for randomness, “Micro-Dosing,” generated a montage-style TV script that showed an AI utopia being disrupted by human creativity. After that, they tried the highest randomness setting, “Asylum”. This produced an off-the-wall script that included a floating banana and a coffee mug filled with rainbows. After a few more iterations, it became clear that the executions had one thing in common: they were well-produced but lacked a convincing and interesting idea.
The Campaign
After generating several executions, they settled on a campaign called “Be The Glitch”. While the campaign’s core idea wasn’t breathtaking, the AI’s range of useful features was. Using Springboard, they were able to toggle between an array of execution types, like radio scripts, PR stunts, and even TikTok trends. The session demonstrated that while AI can’t produce breakthrough ideas yet, it can supercharge human creatives to create faster outputs.
Key Takeaways:
- Advertising AI is growing up, offering comprehensive creative marketing tools.
- AI can help creatives make faster scripts, storyboards, and idea mockups.
- AI tools enable strategists to create effortless creative briefs.
- AI is a powerful catalyst in the creative process – but creative innovation still depends on human imagination.
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