The Unimaginable Return | Cannes Lions Winner- 大数跨境

The Unimaginable Return | Cannes Lions Winner

电通创意

2023-07-05

导读：DENTSU CREATIVE Portugal turned visual AI platform’s flaws into its 2022 edition artwork for Jardim

Masterpieces often come from errors.

And that’s how DENTSU CREATIVE Portugal team won a bronze Design Lion in Poster category at the 2023 Cannes Lions International Festival.

With the avant-garde electronic music festival, Jardim Sonoro, they turned visual AI platform’s flaws into its 2022 edition artwork The Unimaginable Return.

CHALLENGE

IMAGING A NEW JARDIM SONORO

In 2022 Jardim Sonoro, an avant-garde, artistically and identitarily differentiated electronic music festival in Portugal, would make its comeback in a physical format after two years of pandemic, deepening its roots in an even more natural location.

This edition had plenty of news to communicate. Jardim Sonoro flourished with a new concept ‘Blended with nature’ and camouflaged and merged even deeper in nature, moving its ground to Monsanto, the lung of Lisbon, reconnecting the city and its people with nature.

We had to imagine and deliver the campaign for this new Jardim Sonoro, taking these transformations and its reinforced concept into account.

SOLUTION

BLENDING ARTISTS WITH NATURE USING AI

To imagine and conceive a new campaign for Jardim Sonoro, now placed in a new forest venue, merged even deeper in nature, became a hard task.

Assuming and remembering that great masterpieces are often born from error, we took advantage of the erratic interpretations of visual AI platforms so we could explore its flaws transforming them into something unique.

We challenged the machine to give it a try and imagine the new Jardim Sonoro for us.

Artists were blended with nature, featuring their most prominent characteristics whilst machine learning and art direction worked side by side, calibrating the search for the perfect prompts and the more exquisite outputs.

The results were everything we never expected or imagined.