R/GA California developed this “We’re So You” campaign and brand platform for Stitch Fix Freestyle, a differentiated shopping experience where anyone can discover and instantly buy items that are thoughtfully curated for them based on their personal style preferences, fit and size.
Directed by Gemma Warren via Good Company, the TV spot work celebrates personal style and confidence in a series of dynamic vignettes. A diverse cast is featured in a range of locations to show that Stitch Fix has a wardrobe for every occasion, body type. By featuring a variety of vignettes, the work showcases a wide range of styles, personalities and life moments. We see how each customer’s taste can shine, not only through their wardrobe and their environment, but also their personalized Freestyle selection.
Credits
Client Stitch Fix Agency R/GA (California) Bryan Gregg, executive creative director; Nadia Saccardo, creative director; Lane Petrauska, Natalia Federicks, Lorie Louie, associate creative directors; Sarah Paulhus, design director; Gabe Valente, sr. art director; Yael Cesarkas, executive strategy director; Justine Sarfan, associate strategy director; Sunny Lee, sr. strategist; Ricky Weina, director, marketing sciences; Katie Joyce, associate strategist, data; Chris Stoddard, executive producer; Sue Villegas, producer; Hana Newman, group production director, content production; Janie Penney, content producer. Production Good Company Gemma Warren, director; Mel Roy, exec producer. Editorial The Den Kate Owen, editor; Tara Wall, editor assistant; Rebecca Mitchell, sr. producer. Postproduction The Den Gabe Sanchez, colorist & online. Audio Post Sound Lounge Rob Sayers, mixer.
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
