The Australasian Writers and Art Directors (AWARD) has revealed the AWARD Lab GenAI Sprint’s winning creative campaign, which will launch across Digital Out-of-Home screens from today.
Developed by Rhys Callanan and Liam Ratliff for +ONE SERVE for AUSVEG, the campaign communicates three distinct benefits of adding just one handful of vegetables to the daily diet, using AI to create visually engaging creative.
The duo’s work was also recognised by judges for its strategic prompting, reinforcing the team’s role as creative architects.
Mandie van der Merwe, Chair of AWARD, said: “What impressed the jury was that Rhys and Liam used AI in service of an idea, not the other way around.
‘A Handful Away’ transforms a simple behavioural message into something imaginative, memorable and visually distinctive. It’s a great example of how creative teams can use AI to create new worlds and new possibilities, while still relying on the judgment, strategy and craft that sit at the heart of great creative work.”
Elizabeth McIntyre, CEO of the Outdoor Media Association, said: “The campaign is a strong demonstration of outdoor’s power to engage instantly.Â
“It’s a simple, clever call to action and enhances the appeal of vegetables with beautifully crafted visuals. We’re delighted to be supporting the winning campaign across our members’ DOOH screens.”
Elizabeth Obee, VP Marketing at Leonardo.Ai, said: ” This is a great example of how creators can push the boundaries of AI to bring completely new, complex, imaginative concepts to life. We’re excited to see the campaign hit the streets from today.”
OMA members JCDecaux, JOLT, Motio and oOh!media have provided their support to bring the campaign to life across their networks, while Photoplay, led by Ross Colebatch, provided craft and production mentoring throughout the sprint to ensure creative ambition was matched by an understanding of production, authorship and responsible use of AI.
All shortlisted campaigns can be viewed here.