Boston-based Arnold Worldwide has turned out its first work as creative agency for Monster.com. The campaign starts with two spots–directed by Benji Weinstein of SMUGGLER–that tap into the sentiment that the old ways of working are relics from the Dark Ages and a new era of job search has begun.
In this spot titled “Junior Scribe,” the title character is reduced to milking a goat for his supervisor’s coffee–with no scribing training or opportunities in sight.
The scenario talks directly to millennial and Gen Z candidates who are grappling to get real workplace opportunity.
Credits
Client Monster.com Agency Arnold Worldwide, Boston Sean McBride, chief creative officer; Greg Nelson, Michael Sullivan, SVPs/group creative directors; Evan Hohenwarter, sr. copywriter; Diana Friedman, sr. art director; Sean Vernaglia, SVP, executive producer; Sam Dapper, associate producer. Production SMUGGLER Benji Weinstein, director; Barty Deardon, line producer; Drew Santasiero, exec producer; Simon Chaudoir, DP. Editorial Cosmo Street Aaron Langley, editor; Anne Lai, head of production. VFX Zero VFX Meg Bailey, exec producer; Jaime Fortuno-Lavi, VFX artist. Color Refinery Rob Bessette, colorist. Audio Soundtrack Boston Mike Secher, audio engineer, sound designer. Music APM Music
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
