AWARD.
AWARD has partnered with Leonardo.ai and the Outdoor Media Association (OMA) to launch the AWARD Lab GenAI Sprint, a competition testing how teams use AI to craft ideas for live campaigns.
Open to AWARD Crash and AWARD Uni alumni, the sprint will run from May 7-9. Teams will tackle a not-for-profit (NFP) partner brief, using Leonardo.ai to produce creative ideas within a 60-hour window.
Production specialists from Commercial Producers Council (CPC) member companies will collaborate with teams during the sprint, ensuring craft and production are embedded from the outset.
“AWARD Lab is a first-of-its-kind initiative that moves the conversation beyond AI’s potential into more sophisticated application,” said AWARD chair Mandie van der Merwe.
“It puts people at the centre, showing how creative teams and production partners shape the work, with AI supporting ideas driven by human insight.
“This is about strong ideas, craft and technology working together, not one replacing the other.”
The NFP partner will provide a suite of approved, high-resolution images to ensure all work meets licensing requirements.
Teams will also submit process logs documenting how their ideas evolved, enabling judges to assess human creative direction, decision-making and originality throughout the work.
“Generative AI is changing the pace of the creative process, but the most important ingredients remain human insight and expertise,” said Leonardo.ai head of creative Dwayne Koh.
“Leonardo supports teams as they explore and develop ideas, working alongside creative, craft and production partners to help bring those ideas to life.”
The winning team will see their work further developed with production partners before running nationally across premium digital out-of-home (DOOH) sites provided by OMA members.
Winning teams will be announced Tuesday, May 19. DOOH will go live nationally May 25.
“Digital out-of-home is the world’s most public gallery,” said OMA CEO Elizabeth McIntyre.
“This sprint highlights how strong creative ideas, developed through a combination of people, craft and technology, can reach audiences at scale.”
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