A patient sits in an examination room waiting to hear from his doctor. The physician walks in and delivers a devastating diagnosis: lung cancer. But it then becomes apparent that the patient was imagining the worst and that this dire diagnosis didn’t really happen. His imagination nonetheless runs wild as the scene repeats itself with the doctor delivering different diagnoses–each for a serious tobacco-related illness. Finally we’re back in the real world with the doctor coming in to give the patient an actual prognosis. However, we never hear it as the spot cuts away to a message which simply reads, “If you’re not planning to quit smoking, what are you planning?”
Credits
Agency: Clarity Coverdale Fury Advertising Jac Coverdale, executive creative director; Michael Atkinson, creative director/writer; Jim Landry, art director; Rich McCracken, group brand supervisor; Kris Wong-Barriek, producer. Production Company: Hungry Man, Inc Allen Coulter, director; Dan Duffy, executive producer; Caroline Gibney, senior producer; Rich Krekian, line producer; Tami Reiker, DP. Editorial: Scnitt, Minneapolis Charley Schwartz, editor Postproduction: Pixel Farm Oscar Oboza, colorist Sound Design: Pixel Farm Tommy Barbarella, Ken Chastain, sound designers. Audio: Pixel Farm Ken Chastain, mixer.
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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