Bescherelle - "With AI, you can create images from words. Better make sure they are the right ones."

Brainsonic Paris , France

Awards

2481

This ad is part of the ACT Responsible Collection

Brand: Bescherelle
Country: France

Advertiser: Bescherelle

Title	With AI, you can create images from words. Better make sure they are the right ones.
Brief	AI is becoming a permanent part of our lives and work, and it's essential to know how to write prompts correctly to achieve the desired results. This is the context behind the Bescherelle campaign, which emphasizes the importance of mastering grammar, syntax, and spelling to obtain the best outcome from AI.Bescherelle, a popular French reference book series for grammar and language usage, has launched a playful campaign to remind people of the vital role of language mastery in our modern and fast-paced technological world. The campaign highlights the continued importance of proper language usage in the age of AI, where speed and accuracy are essential for success.In a world where everything seems to be visual, Bescherelle's campaign shows the irony of AI reminding us of the importance of language mastery. The campaign doesn't criticize AI but aims to show that language skills are still vital in the age of technology.The creative idea behind the Bescherelle campaign is to use artificial intelligence tools such as Midjourney and DALL-E to generate visuals based on prompts that contain spelling and syntax errors. This results in AI-generated visuals with dreamlike, often humorous qualities that beautifully illustrate the importance of language mastery. The concept has been tested in both French and English, highlighting the universality of the message. Through this creative idea, the campaign emphasizes that while AI can generate impressive visuals, it still requires human input to produce effective results. The importance of the human element in the creative process is underscored, and despite advances in technology, there is still a vital role for language mastery.
Agency	Brainsonic
Campaign	Bad Prompts
Advertiser	Bescherelle
Brand	Bescherelle
Want to see all the credits ? this content is for subscribers only Subscribe and get unlimited access. Be inspired by the best creative work from around the world. Subscribe Already a Subscriber ? Log In
Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Story (original language)	Subscribers Only
Media Type	Case Study
Length	139 seconds
Chief Executive Officer (CEO)	Gu.....me Mi....ki Subscribers Only
Managing Director	M....eu C...q Subscribers Only
Managing Director	Al.....re D....ry Subscribers Only
Executive Creative Director	A...n Pe....ut Subscribers Only
Creative Director	T...as A...in Subscribers Only
Art Director	T...as A...in Subscribers Only
Creative Director	S�.....ien Co.....le Subscribers Only
Copywriter	S�.....ien Co.....le Subscribers Only
Creative Team	T...uy K...s Subscribers Only
Creative Team	A...en Po.....nc Subscribers Only
Consulting	C....le Sa....er Subscribers Only
Advertising Manager	C...ia Ro.....aub Subscribers Only
Advertising Manager	R...el ..c Subscribers Only
Advertising Manager	J...a R....lle Subscribers Only