Gold
Poster
Consumer Campaign
| Entrant: | Publicis, Toronto |
| Brand: | Riff |
| Title(s): | "High AI", "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:
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.