Creative Archives - Black & Ginger

Creative ad agencies take the fight back to AI

It has been well documented that AI is rapidly dismantling the creative sector one prompt at a time. However, all may not be lost as ad agencies begin to fight back by putting AI on the ropes in exchange for real brainpower.

Let’s not devalue AI. It’s quick, clever and, if you’re only average at your job, you’re pretty screwed. But to the ad world this is just the start and the gloves it seems are well and truly off.

Most AI is based on what already exists. It reworks and reorders data from the last 30 years to create new solutions. But what about the new new, the ideas that haven’t yet been created, haven’t even been considered. Maybe, just maybe, this is where true brainpower excels.

Over the last few months I’ve been tracking the industry’s response and I’ve been pleasantly surprised.

When @Leo Burnett relaunched the @Kellogg’s OG campaign earlier this year I was excited to see a bold shift towards strategic, confident creativity and brand ownership. This wasn’t the same Canva template everyone seemed to be using. It felt both traditional and modern. Kellogg’s were back, dominating the cereal space and the breakfast bowl.

Earlier this year I was blown away by @Heinz and their superb Just Add Bread creative by @Wieden + Kennedy London as part of the Trigger the Taste campaign. It was bold, clever and didn’t even require a logo. One of the first ads in a long time that truly respected the audience’s intelligence and actually made them think. Imagine people using their brains. Just brilliant.

There’s that saying we don’t know what we don’t know. I think that’s our job now as creatives, to push forward and create the new, new.

Agencies are fighting for their lives and delivering better than ever. This fight ain’t over.

If you want to talk to me about creative ideation then just drop me a DM.

#Advertising #Strategy #Creativity #AI

As Black & Ginger grows into Europe we look at what makes Amsterdam a great place for the creative industries

So what are the crucial ingredients that are making this dutch city simmer with excitement and explode as a leading digital hub?

Inherently born from wealth from its trade port roots, you don’t have to look far to understand where the city’s rich culture has trickled through the veins of its canals into the DNA of its people.

Yes we all know Amsterdam as being free thinking, but what Amsterdam does well is the idea of ‘citizens’. This place is designed for people and where people come first, and this creates a unique environment for ideas and radical thinking.

From Rembrandt to Van Gogh this is a city who’s creative past informs its future.

“The dutch are so used to constraints of building up and along narrow roads, creativity is a way to break these restraints and express their true selves.”

From the huge tech giants to the latest tech start ups, Amsterdam provides not only an infrastructure but also a way of life that promotes creativity and freedom of thought, unbound by an agenda. No matter where you’re from there is a unified understanding that citizens come first. Give people the power to live their best lives and history will write itself.

Keep your eyes peeled as B&G goes Dutch.