Make every conversation a conversation about you. That’s the mantra of a seven-part campaign, including this viral episode, designed to promote the AICP Show and encourage creatives to enter their work into the competition. We are instructed step by step on how to turn a conversation about dieting into one about the Museum of Modern Art and how one’s work is on display there as a past AICP Show honoree. Indeed tooting one’s own horn has become an art form.
Credits
Agency: VCU Brandcenter, Richmond Rick Boyko, managing director; Tim Gordon, copywriter; Karen Land, art director; Daniel Riddick, creative brand manager; Neeti Newaskar, communications strategist. Production Company: Imaginary Forces, bicoastal Grant Lau, Wilson Wu, co-directors; Maribeth Phillips, managing director/executive producer; Ben Apley, head of production; Jamey Kitchens, producer. Editorial: Imaginary Forces, bicoastal Pete Sestina, editor Sound Design: Machine Head Stephen Dewey, sound designer. Audio: Color Kevin Halpin, audio engineer.
Screenwork Type:Best Work
O2 and VCCP’s faith Agency Scam The Scammers With AI Granny
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
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