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While agencies and brands across industries debate whether to use AI influencers or actual people in their campaigns and product shoots, Amsterdam-based Moederannecasting offers a third option: AI-generated versions of human models. The casting agency's new initiative, DigiAnne, creates digital twins of IRL models to address one of the most persistent problems in generative AI: authentic representation of distinctive individuals.The technical limitations of generative AI become apparent whenever brands attempt to create diverse imagery. "Gen-AI is notoriously poor at prompting people with unique features. This is not because it is unwilling; it is because it wasn't trained on the right data," explains DigiAnne. Meanwhile, consumers are growing weary of homogenized beauty standards perpetuated by algorithms and AI. DigiAnne aims to break through the blandness.The joint initiative between Moederannecasting and Aigency Amsterdam invites models to sign up to have their digital twin constructed. AI is trained on photos that capture their distinct features and individuality, and a contract ensures their rights and earnings are safeguarded. Clients can then browse those digital twins, select individuals who fit their campaign needs and receive customized AI-generated content featuring the hybrid models allowing them to maintain authenticity and behave ethically while benefiting from AI's efficiency.Research shows that most shoppers are more likely to buy from brands that make efforts to represent people like themselves not algorithmic approximations. By training its AI tools on real, diverse individuals, DigiAnne taps into that consumer expectation. One to try out for your next campaign?
Category:
Marketing and Advertising
Since the 1970s, 'No Ball Games' signs have quietly shaped city life in London, restricting play and movement in public spaces. But a new initiative, More Ball Games launched by London Sport and ad agency Saatchi & Saatchi seeks to change that. By removing the outdated constraints, the campaign aims to unlock access to free, active spaces, particularly for children in lower-income communities, where over half fail to meet recommended activity levels. The campaign kicked off by attaching a basketball hoop to one of the estimated 7,000 signs.The initiative addresses a troubling reality: more than half of young Londoners fail to meet recommended activity levels, with children from lower-income communities disproportionately affected by restricted access to spaces for play and movement. Research reveals that each removed 'No Ball Games' sign could benefit approximately 80 children, allowing them to be more active outside. The campaign frames this as not merely about promoting sport, but about dismantling both individual and systemic obstacles to physical activity.While urban infrastructure projects often take decades to implement, removing these prohibitive signs represents a low-cost and immediate intervention to boost community health and cohesion. Beyond supporting physical health, the campaign acknowledges the vital role of play in childhood development, community building and neighborhood connectivity. By reimagining public spaces and challenging archaic regulations, the initiative aims to spark a cultural shift that prioritizes movement and play as essential components of public wellbeing.
Category:
Marketing and Advertising
Sleep is no longer just a fundamental human need anymore its the path to peak self-actualization, with REM cycles the new wellness frontier. IKEAs extensive global sleep study, IKEA Sleep uncovered, surveyed over 55,000 people across 57 markets, exposing how sleep deprivation, inequality and tech habits are fueling the sleep economy:
Category:
Marketing and Advertising
Paris's iconic Le Bon Marché Rive Gauche has transformed into a high-end playground for dog lovers with its new store-wide event, "Je t'aime comme un chien!" Running through 20 April 2025, the luxury department store is celebrating canine companions with a comprehensive program that reflects the growing cultural significance of dogs "nos amis 4 pattes, icônes de la pop-culture."The elaborate installation reimagines the store's architecture through a dog-lover's lens, with giant bone sculptures adorning escalators, colorful panoramas lining the aisles, and stylized dog houses replacing traditional display cases. Beyond the visual spectacle, the event features a range of interactive experiences, including dog yoga sessions led by certified "doga" instructor Andreea Sembely, pet grooming conversations with professional Fatima Veliz, and creative workshops where visitors can make personalized dog toys from upcycled fabric scraps. Author Mylne Bertaux will also be present to sign copies of her book "Toutoute: La nouvelle place des chiens dans nos vies."This canine celebration is more than just a themed retail moment it represents the luxury market's growing recognition of pet owners as a lucrative consumer segment. With dedicated spaces like Alpha Dogs House offering specialized grooming services and the canine magazine Bâtard establishing a café within the store, Le Bon Marché demonstrates how high-end retailers are adapting to consumer priorities. Around 40-50% of high-net-worth individuals across major markets are pet owners, creating significant opportunities for (luxury) brands to develop premium pet-focused offerings that merge fashion, wellness and pet care.
Category:
Marketing and Advertising
For the launch of its ToRiKo Touch lipstick, Japanese cosmetics brand KissMe Ferme is turning down the lights. The brand has created a temporary "lipstick in the dark" store, where customers are invited to step into a dimmed room with private, veiled-off spaces and apply the new product. It's a deliberate design choice that encourages visitors to focus entirely on the tactile experience the smoothness, texture and scent of the lipstick rather than its visual appearance.The experiential, sensory concept stands in stark contrast to a crowded Sephora or brightly lit department store counter. By removing visual distractions and creating a quiet, intimate atmosphere, KissMe Ferme heightens customers' awareness of the product's key selling point: its exceptionally smooth feel. The lipstick features an innovative layered micro-structure and emollient oils, creating what the brand describes as a "captivatingly smooth and blissful application."The activation leverages the psychology of sensory focus when one sense is diminished, others become more acute and highlights how multisensory environments can be used to produce memorable customer experiences. By encouraging shoppers to "surrender to the dimly lit, quiet space" and "direct all consciousness to the lips," KissMe Ferme is betting that an emotional, sensory connection with the product will resonate more deeply than any traditional campaign could.
Category:
Marketing and Advertising