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BMW: BMW vs. DALLE-2

10.0

Media Type:

Brand

Agency

Country:

Israel

Industry:

Automotive

BMW is the only car brand in Israel (and one of the only car brands in the world) that has chosen a woman representative, actress Ayelet Zurer, as the "face" of the brand. Publicis Israel saw the buzz and enthusiasm around DALLE- 2, the world's most advanced AI software, they decided to take the technology for a "test drive." The team searched "car driver" in many variations, and almost 95% of the outputted results were of male drivers. From this discovery, they came up with a quick print campaign that shows that even the most advanced software has a way to go when it comes to women's representation.

Credits

Advertising Agency:

Publicis Israel

CEO:

Shelly Shamir Keinan

Creative VP:

Igal Ezra

Creative Director:

Anat Itzhaki Abu

Copywriter:

Shlomo Kavas, Benel Shkuri

Art Director:

Gal Mamalia, Kobi Nevo

Customer VP:

Ran Danino

Client Management:

Noa Sivan, Or Fitussi

VP Strategic Planning:

Hadas Dublin

Strategic Planner:

Asaf Nerson

Studio:

Lea Avram Vayzer, Zehava Greenberg, Roni Rappaport, Lilian Bar Lev, Dana Schussberger, Yulia Jacques, Jenny Gindos, Nadav Salomon, Dafna Yaron, Mai Oshfiz, Yaron Srafati

POC:

Mikayla Bogart

Date:

October, 2022