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Entrant: Publicis, Toronto
Brand: Riff
Title: "High AI"
Corporate Name of Client: Riff
Agency: Publicis, Toronto
Chief Creative Officer: Vini Dalvi
Creative Director: Helder Defreitas
Copywriters: Selina Heathcote/Andre Bittar
Senior Art Director: Anya Hamman
Art Director: Bruno Bueno
Agency Head of Art: Victor Yves
Agency Designer: Terence Fuchs
Agency Print Producer: Cherie Rudy
Agency Senior Producer: Shahid Qureshi
Agency Digital Director: Regina Azevedo
Agency Chief Digital Officer: Alister Adams
Agency Technical Director: Benjamin Jones
Agency Project Manager: Michaela Aulisio
Agency Brand Strategists: Rylee Strachan/Jessica Goldentuler/Rob Jankowski
Agency Strategic Planner: Alexandra Stone-Kondrat
Agency Business Director: Arda Kosar
Agency Account Supervisor: Jenny Chen
Agency Account Manager: Matt Johnston
Digital Technical Director: Christina Laba
Production Managing Director: Cat Dawid
Directors: Alex Chan/Cameron Marshall
Executive Producer: Karen Huybers
Producer: Terry Theofilactidis
Production Designer: John Maddin
Head of Production: Pam Portsmouth
Motion Designers: Jessie Zus/Viktoriia Tyshchuk
Editors: Drew Stevenson/New McAuley/Jordyn Stern
Assistant Editor: Dylan O'Donnell
Recording Studio Executive Producer: Christine Stephens
Recording Studio Producer: Ethan Butler
Audio Engineer: Arnaud Cote

Description:
RIFF faced the classic challenge of needing to stand out in the crowded cannabis category and engage an otherwise distracted audience if we were to grow the brand and business.

Alongside an overabundance of selection and strict category advertising regulations, RIFF also faced steep challenges building brand recognition while educating consumers on its cannabis products. We found a powerful collision between advertising constraints and compelling tech to capture our audience: we got an AI high to help consumers visualize the unique effects of different cannabis products. We analyzed the properties of RIFF products to understand what made each unique, including its THC levels, lineage, terpenes, and plant type, articulated it in unique prompts, and fed the prompt into a generative AI. We created visual art to represent the sensations of each high.

These visuals became bespoke AI-created art pieces displayed in stores and on the street. To further augment the experience, we created in-store AI-written stories and radio spots, alongside a gallery-like microsite, enabling a truly accessible experience. By presenting product information as art, we could effectively communicate with customers in a way that had never been seen before. High AI had a significant impact on both consumer engagement and RIFF's market position. 84.71% increase in website visits, indicating heightened consumer interest and engagement, and 4% increase in year-over-year market share.