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Best of Innovative Marketing
The best digital innovation advertisements and campaigns worldwide.

Best of marketing innovation

1

ASML - Standing on the Shoulders of Giants
Le Pub

LePub Amsterdam debuts its first AI-generated film, a tribute to tech visionaries throughout history.

TítuloStanding on the Shoulders of Giants
Agencia
Campaña Standing on the Shoulders of Giants
Anunciante ASML
Marca ASML
Fecha de primera difusión/publicación 2024 / 1
Sector Empresarial Material eléctrico y electrónico
Filosofía Inspired by the vision of giants such as Gordon Moore, Gerard Philips, Ada Lovelace, and, of course, Isaac Newton, the father of science, the new ASML campaign is a humble homage to the giants of the past and a powerful statement of ASML’s unique position to pioneer a positive future for humankind and our planet with technology. The film takes inspiration from Newton’s quote ‘If I have seen further, it is by standing on the shoulders of giants’ and how technology has changed the world in the last four decades. Imagination and engagement are bywords to stimulate the curiosity of the audience, an activity only made possible by technology powered by artificial intelligence. LePub teamed up with director Rune Milton Olsen and his Copenhagen-based post-production company, Chemistry, to bring to life a common vision and use CGI, AI, and a mix of cutting-edge tools and techniques, like text-to-video, depth extrapolation, and stable diffusion. Each frame transformed into a digital time-lapse, depicting the journey of innovations, dreams, and accomplishments throughout the ages. A unique approach to the film treatment that has not been seen before, depicting ASML‘s distinct voice. The AI processing was applied to all the frames, building step by step iterations. By reapplying CGI where needed, the sound and music started to be created to accompany the journey. Then was the process of adding texture to the images. This technique went beyond surface-level enhancements, introducing depth and character to every frame. Layering CGI, AI imagery, and optical imperfections, near-invisible nooks and crannies, lens aberrations, dust, and general magic, to create extraordinary visuals not previously seen in generative sequences. The film was made with 1,963 Midjourney prompts that yielded 7,852 images, which were edited and then rendered by more than 900 computers. These renders were then processed by RunwayAI, with the total film covering 25,957 frames at 1,000 MB per frame. The trickiest scene was Isaac Newton and his apple among the planets. It took more than 20 attempts to get Newton’s scene right, producing more than 9,800 frames. A tribute to AMSL's incredible journey, designed to inspire its team and create a cinematic masterpiece that embodies the essence of technology, innovation, and curiosity. The film was launched at ASML’s yearly all-employee event on Tuesday, January 30th, and shared through their social channels. The film has also been localized for use in Japan, China, Taiwan, Korea, and Germany.
Medio Interactivo
Duración
Director de publicidad
Director de publicidad
Director de publicidad
Director de publicidad
Director de publicidad
Director de publicidad
Director de publicidad
Global CEO/CCO
Responsable de la creación
Chief Strategy and Innovation Officer
Director ejecutivo de creación
Director creativo
Director creativo
Director artístico
Responsable de conceptos / redactor
Senior Strategist
Director de cuentas
Senior Account Manager
Productor de la agencia
Realizador
Postproducción
VFX Supervisor and Finishing Artist
CGI Supervisor
Music Supervisor and Sound Designer
Productor
VFX Artist
VFX Artist
VFX Artist
CGI Artist
CGI Artist
CGI Artist
2

Burger King - Whopper Island

An intriguing activation from Burger King focused on changing the name of a desolate island in the Indian Ocean.

TítuloWhopper Island
Agencia
Campaña Whopper Island
Anunciante Restaurant Brands International
Marca Burger King
Fecha de primera difusión/publicación 2024 / 1
Sector Empresarial Venta al detalle, distribución y cadenas de restaurantes
Medio Case Study
Duración
3

Booba - 6G

French rapper Booba's promo for his new track, 6G, seamlessly combines live-action and surreal VFX! Creative from MYND production.

Título6G
Agencia
Campaña 6G
Anunciante Booba
Marca Booba

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PostedFebrero 2024
Sector EmpresarialSólo para suscriptores
Medio Music Video
Duración
Productora M..D Sólo para suscriptores
Director F..d .e Po.....rra Sólo para suscriptores
4

Netflix UK - Iranian Yellow Pages
Snow Films

This captivating promo for Anna Snowball's Netflix documentary "Iranian Yellow Pages" utilizes mixed-mediums to combine human storytelling and motion graphics.

TítuloIranian Yellow Pages
Agencia
Campaña Iranian Yellow Pages
Anunciante Netflix, Inc.
Marca Netflix UK

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PostedFebrero 2024
Sector EmpresarialSólo para suscriptores
Medio Web Film
Duración
Director A..a Sn....ll Sólo para suscriptores
5

DoorDash - All the Ads
Superette (Doordash In-House Studio)

At this year's Super Bowl, DoorDash promised to deliver every (legally possible) item advertised throughout the Big Game to one lucky viewer!

TítuloAll the Ads
Agencia
Campaña Super Bowl LVIII
Anunciante DoorDash
Marca DoorDash
Fecha de primera difusión/publicación 2024 / 2
Sector Empresarial Páginas de internet (excluyendo ISPs)
Medio Televisión
Duración
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