In 2023, Mezzo Mix, the unique and innovative soft drink brand that stands out for its playful and unconventional approach to flavor combinations, turned 50 years old. So, to celebrate its anniversary, they invited everyone to a playful brand activation that leveraged AI to generate mixes of traditional and contemporary “Almann things” and via online voting crown the best one.
From digital-out-of-home to TV, social media channels, and packaging - across all channels, we sought and selected the perfect mix with our consumers – and crowned the winner at our big birthday bash at the end of the campaign.
The competition became a true success story and fans from all over Germany were excited to generate, share, and vote on their favorite mixes – resulting in over 125,000 votes cast, almost 60,000 app codes generated, and over 27,000 cans distributed at our pop-up activation in Munich.
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To ensure brand fit and a cohesive creative direction, we opted to forgo the typical prompt-based approach when it comes to generative AI images – and instead used 50 iconic German things, represented by stock images, and blended them using Midjourney to create never-before-seen mixes out of them. Can you name all the combinations?
This project marks a unique point in my career as it is the first to ever utilize AI in the actual campaign – not just for concept art, mood or storyboards, but as actual visuals used within the activation. I had the pleasure of leading the creative team into the weird world of using Midjourney and together with my colleagues, we spent more than 50 hours in the program – generating a total of over 20,000 images.
But what’s a big anniversary and sucessfull activation, without a little party to celebrate it and, while enjoying a can of Mezzo Mix, find out who the winners of our competition is – determined via live voting at the event itself.