Campaigns we love: Belvita’s Give A Smile

Much talk has been made about the risks of AI recently so it’s always good to shine a spotlight on some positive examples. AI can be a force for good and advertisers have been exploring ways to use AI in their campaigns to show how it could be deployed in creative yet purposeful ways.  

Earlier in the year we ran the Ben Kinsella campaign, which used audio detection, specifically that of ambulances sirens, to trigger powerful messages on Mother’s Day.  Now the latest AI-powered interactive campaign came from Belvita on their mission to raise brand awareness while helping fight food poverty. 

Belvita’s Give A Smile campaign ran across 8 Malls Live interactive screens located in key shopping centres. As shoppers smiled at the screens, the screens smile back with striking creatives from Belvita’s creative agency, Elvis. Smiles registered on the screens were converted in donations made by Mondelez/Belvita to their food partner charity, Fareshare UK, which also happens to be Clear Channel’s charity partner as well. 

I love the positive impact this generated with over 10,000 smiles across two weeks, and that fact it used an emerging technology adds to the intrigue and the compelling story for AI-powered ads moving forward. 

Everyone came together for this cross-media campaign run by Publicis’s Spark Foundry. It was something for our Create Technician, Jason Prout, to get stuck into and put his developer knowledge (much of it learned over and since lockdown) to practice. The application worked seamlessly and had many people smiling in the office during the testing phase. 

Its success means that it may not be the last time you see this campaign and I’m looking forward for it to be back on Clear Channel screens soon.