Using humour, irony and a tongue-in-cheek attitude to start a discussion about AI and how we implement it in a way that doesn't cause harm.
This project aims to use humor as a way of starting a discussion about AI and how we implement it in the future. AI is a tool and we have to be aware of the pitfalls that come with the use of this particular tool - this project focuses on homogenisation of data, which could be a major issue in, for example, health care.
It's a fictional collaboration between Denmark's national Ethical Council and various artists and influencers, who all want to contribute to the debate, and so they've gathered under the name Plagiat*.
The project launches with an ad campaign on social media where different influencers hype it up, despite it obviously being a fake product launch. The launch is followed by a second campaign that asks various questions about AI, still with a very humorous approach. Eventually this all leads to the game having a booth at the yearly Folkemøde (Folk meet) where it's tradition that our politicians meet people and discuss various relevant topics.
Our audience is primarily young women between 18 and 25 years of age - This is a generation that fiercely guard their individuality and their right to express themselves. They are independent, well-informed and they do not hide their opinions.
The logo
Colours, Typography and Graphic Elements
The colours are inspired by a mix of current trends, the general mood of the campaign (happy/ironic) and with some inspiration from the resurgence of the 80s/90s/00s. I picked Decoy as the display font because it matched the source of inspiration well, and Circe for readability.
The Product - Who's Who?
I took a classic board game that most people are familiar with and redesigned it using AI-generated images. I did a lot of testing with prompts and I realized that when I asked for a photograph of a woman, the results tended to be very similar, which was a good representation of homogeneous data. I then specified that I'd like an 80s style photo of a brunette wearing pink. The only thing I've edited after generating the images is their eye-color so they're all an extremely vivid blue to make it clear that it's intended to be over the top.
The box and its contents is all made with Cinema 4D.
Icons, Emojis & UI Kit
All the icons are based on the font Decoy, using various characters to define the shapes and sizes of the icons. The emojis were then created to match those, inspired by existing emojis and how they're used. The smiley, for example, is intended to look a bit dead inside.
Social Media Campaign
The campaign starts off promoting the product launch, working with influencers who aren't afraid to use humour and sarcasm, and who don't shy away from speaking about difficult or challenging topics. Then that's followed up with various social media posts, including a quiz, to make people interact with the campaign. There'll also be posters promoting the project and causing people to wonder what's going on ,and prompting them to visit Plagiat's website.
