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Empowering connectivity
ASKO-ATAG – Activation campaign
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Elsa
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Industry: Technology
Taking a next step in household connectivity
ASKO ATAG introduced their project called "Connect Life with Anna." Making their kitchen appliances smarter by adding an A.I. functionality named Anna. Anna will support people in their household by understanding voice commands and executing them.
The goal was to show everyone at upcoming events like the IFA in Berlin that this technology is real and ready to use, not just an idea for the future. They plan to do this by first grabbing people's attention with Anna, then showing off what she can do, and finally letting people try Anna for themselves.
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What if appliances could actually talk to you?
True north
The next step in making memories
Based on the success of the previous VR campaign, we needed to keep inspire our audience on the emotion of making memories and how connectivity and AI can be a gateway to focus on what truly matters.
A better live with your loved ones. Steering away from traditional connectivity style to authentic emotions and situations.
Bringing lives and technology closer together.
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Ideation
Introducing Elsa, every families' companion
"Elsa" represents more than just a virtual assistant; she's a seamless part of family life, deeply woven into the daily routines and interactions of each family member. From the kitchen, where so many family moments are born, Elsa emerges as a friend, guide, and facilitator. Whether it's helping a mother maintain control and happiness at home, offering cooking tips to the father, or engaging the kids in a way that makes vegetables appealing, Elsa's presence is a testament to how technology can enhance family life.
Through staged scenarios, we get a glimpse of the potential reality with Elsa, showcasing the practical and emotional benefits of integrating such a platform into our homes with the connected appliances of ASKO-ATAG. This narrative not only captures the imagination but also illustrates the tangible impact Elsa can have on everyday family dynamics.
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Creation
A day in a life that's enriched with A.I.
Our starting point was creating a familiair story to show how Elsa, the smart kitchen helper, makes life better for a family. First, we looked for the perfect house that felt just right for ASKO ATAG. Then, we had a searched to find a family that felt real and showed true happiness and teamwork. We chose a real family because we wanted everyone to see genuine smiles and laughter.
We spent a day filming the family at home, capturing all the ways Elsa helps out. From getting the kids excited about veggies to helping dad cook mom's favorite meal, Elsa was there to lend a hand. The best part of our film shows dad making a secret dish for mom, with Elsa giving him tips to make it perfect. We paid attention to every detail to make sure the family, their home, and their moments with Elsa looked and felt just right
Campaigns Deliverables
Campaign Concept
Lifestyle Infomercial
Event Experience
Digital A.I. Totem
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An inspiring day in the life of a likeable and modern family
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Launching or film in a blackbox experience where people got to interact with Elsa in real life
Activation
A blackbox experience enriched with a digital A.I. totem
Expanding on the emotional authentic commercial, we wanted the audience to get fully immersed with the power of AI. Next to launching with a blackbox event within the experience center of ASKO-ATAG, we also created a digital totem with AI to show interaction possibilities. We gave visitors a chance to interact with Elsa and see how she could be of assistance.
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Our imagination at work
By keep building on the emotion of using connectivity and AI to enrich our lives, we helped ASKO ATAG to avoid the pitfall of conventional communication and give a differentiating language in their competitive landscape.
Once you meet Else, you would want to welcome her in your life.
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“The lifestyle approach of the film really gave me an idea how AI could make a positive contribution to my personal situation.”