ZUID Agency Group supports Fontys during A.I. hackathon

Can you implement a campaign for KLM from idea to delivery with A.I.? To answer this question, ZUID Agency Group supported their partner Fontys during an A.I. campaign hackathon last week.

On the Fontys campus, 30 Communication and Commercial Economics students from Prague, Valencia, Belgium and the Netherlands were guided to develop a campaign concept for KLM in 5 days using only AI applications.

Will it fly with A.I.?

Paul Bothof, creative director of ZUID Creatives: “These kinds of challenges make our strategic and creative hearts beat faster. On the first day, in a talk, I explained to the students how we view AI as marketing professionals, namely a breakthrough technology that adds an extra layer to our creative possibilities. And a development that, with the right application, has great added value for our customers. '

“A.I. has already had a huge influence on our profession in a short time and this will only increase.”

Paul Bothof, creative director ZUID Creatives

From prompts to campaign images

Paul: “We are closely monitoring and testing promising tools and have shared concrete examples of practical applications with the students. In addition, together with art directors Loek van den Boogaart and Sven Derison, I gave a workshop on image prompting and Midjourney, to help students create campaign images. '

The most important learnings

Paul: “An important learning from the students was that the power of AI depends heavily on the person who enters the prompts. To get the texts or images you're looking for, being able to summarize the concept very specifically in one paragraph is crucial. In addition, they discovered that a good campaign requires more than just a strong image or a strong narrative. In a good campaign, copy and images complement and reinforce each other. This optimal fusion is and remains creative human work even with A.I. '

Six inspiring fresh looks

Paul: “In the end, six groups of students presented their campaigns to KLM on Friday. Afterwards, they indicated that they were very inspired by the chosen perspectives, narratives and images. So there is a good chance that the creative students' fresh eyes will also be included in the further development of this campaign. '

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