AWARD.
The Australasian Writers and Art Directors (AWARD) has announced the winners of the inaugural AWARD Lab GenAI Sprint, with Rhys Delios Callanan of We The People and freelancer Liam Ratliff taking out the top prize in the national competition.
Selected from 33 teams across Australia, the creative duo developed a Digital Out-of-Home (DOOH) campaign for not-for-profit Plus One Serve, led by AUSVEG, in just 60 hours using Leonardo.Ai.
“The strongest work didn’t treat AI as the idea. It treated AI as the medium,” said R/GA global executive director of ai products and jury chair, Ben Cooper.
“The winning campaign stood out because it had a clear human idea at its core, then used the technology to push the craft, scale and imagination of the work.”
The winning work, “Do a World of Good”, was recognised for its creative, craft and innovative use of AI.
“It quickly became clear there is a strong appetite in the industry to explore AI creatively and responsibly, addressing the questions it raises around authorship, copyright and craft,” said AWARD chair Mandie van der Merwe.
“The Sprint brought together creatives, production experts and AI specialists to begin building a framework for evaluating AI-generated work and helping the industry move forward with confidence.”
In the second phase of the Sprint, it will be presented to the client and refined with support from AWARD and Photoplay Photography before launching across Outdoor Media Association member screens in the coming weeks.
“The best AI-generated work still starts with a strong human idea, and ‘Do a World of Good’ had that,” said Leonardo.Ai head of creative, Dwayne Koh.
“The campaign stood out for its craft, imagination and sophisticated use of AI, and I’m excited to see it evolve into a national campaign.”
Shortlisted campaigns include “Always Room for More” by Adam Cooper and Jessica Szakacs from Dentsu Creative – Sydney, “It Doesn’t Matter How You Get ‘Em” by Simon Mullins and Leah Mammoliti from Rare – Perth, “Feed Your Body” by Laura Murphy and Amy Morrison from M+C Saatchi – Sydney, “Start with an Extra Handful” by Baxter Atkins and Tim Yates from Leo Australia – Sydney, “Get an Edge with a Handful of Veg” by Jackson Elliott and Will Campion from Saatchi & Saatchi – Sydney, “The Veg Pledge” by Catherine Risbey and Isabella Novak from The General Store – Sydney, “A Handful Can Go a Long Way” by Emmalie Narathipakorn and Jimmy Williams from BMF – Sydney and “Do a World of Good” by Rhys Delios Callanan and Liam Ratliff from We The People/Freelance.
“The quality of ideas presented was outstanding, and I was particularly impressed by the creative thinking the teams brought to both the interpretation of the brief and their use of AI,” said Outdoor Media Association CEO Elizabeth McIntyre.
“We look forward to seeing the winning campaign come to life across our members’ screens.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.