Executive creative director at Digitas UK, Lazaros Nikiforidis, reflects on a selection of technological projects that revolved around the people they were made for
Our goal at Digitas is to help our clients get future-ready. Technology plays a significant role in creating future-facing work, but equally, there’s a
balance to be found with making sure that the use of technology feels relevant, accessible, human-centric and empathetic. Ultimately, technology needs to enhance and elevate the human experience. Here’s some work that I think uses technology in a human-focused way...
Heinz - 'AI Ketchup'
Heinz is a good example of a brand that introduces technology in smart ways that are truly relevant. Last year, Heinz did 'Hidden Spots' to allow gamers to find safe spaces to enjoy a snack within their favourite games, and this latest piece of work is a great evolution of its ‘Draw Ketchup’ campaign. In the first part of the campaign, they asked people to draw what comes to mind when they think of ketchup. Spoiler alert: they all drew Heinz. This latest iteration takes the idea to the next level by giving AI the exact same challenge.
Xbox - 'Beyond Xbox: A Player Like Me'
Agency: In-house at Xbox
This is another great example of applying technology in a human way. The film in this case highlighted the loneliness and isolation some children living with rare disorders can experience, and how Xbox used the power of gaming to connect these kids with others in similar situations.
Missing People - 'Making the Missing Unmissable'
Agency: Engine Creative x MHP Mischief
By integrating technology in the missing people OOH, this idea brings the images of missing children to life, creating a real connection with the viewer and hopefully encouraging more people to help.
Miami Herald - 'Hunger Stones'
This has nothing to do with the smart use of tech, but everything to do with the power of ideas and ambient thinking and the climate emergency we’re all faced with. The extreme drought this summer has caused centuries-old warnings to emerge from riverbeds. The message reads ‘If you see me, weep’ and is just as relevant today as it was when it was carved centuries ago. You could say an OOH that’s as relevant now as it ever was.
Digitas UK - 'Anon CV'
Agency: Digitas UK
There is unconscious bias in the hiring process - and the problem is that it’s unconscious. At Digitas UK, we created a tool that will automatically strip out all the irrelevant personal details from a CV and reformat it so it’s still easy to read. The 'Anon CV' is open source and free of charge, and while it won’t solve the problem completely, it’s a step in the right direction.