DDB Paris bootcamp in collaboration with UNESCO
Fictional 360 campaign to support the publication of UNESCO's recommendations on the ethical use of artificial intelligence and raise awareness beyond the professional and research spheres.
The challenge:
How can we awareness on AI ethical issues and position UNESCO’s recommendations as the universal standard in a period where information overload and misinformation reigns?
Main insight:
How can we awareness on AI ethical issues and position UNESCO’s recommendations as the universal standard in a period where information overload and misinformation reigns?
Main insight:
People tend to think that technology like AI is, by default, its own intelligence not subject to human biases. Few realise how that they can be powerful replicators of stereotypes - especially the ones upheld by the people who developed them.
The big idea:
The 'ME, HUMAN?' OOH campaign, derived in three key visuals, grabs the viewer with powerful interrogations and starts a discussion on how artificial intelligence can replicate harmful stereotypes and the diversity of domains in which such mishaps take place.
PHASE 1: SOCIAL MEDIA
tease and create space for discussion
PHASE 2: OOH
reveal and engage
reveal and engage
