Tourism Tasmania launches image generator ‘Tasmanai’ using Tasmanian artists instead of algorthims in new campaign via BMF and Orchard
Tourism Tasmania has launched an image generator ‘TasmanAi’, which instead of using artificial intelligence turns people’s prompts into original art made by local Tasmanians. The new campaign was created by BMF and Orchard with PR driven by Havas Red and media by Starcom.
Through the new platform, Tourism Tasmania is inviting people to turn their weird and wonderful ideas into very real art, created by very real Tasmanian artists to highlight the Tasmanian way of life and the reasons to visit; it’s craft, passion, realness, and authenticity.
Collaborating with nine Tasmanian artists with backgrounds in ceramics, acrylics, oil and crayon, people can submit their most inspired prompts coupled with a Tasmanian location via the TasmanAi website, in the hopes of receiving their very own, unique, Tasmanian artwork.
Says Lindene Cleary, chief marketing officer, Tourism Tasmania: “TasmanAi is about highlighting what makes Tasmania different. While AI has its place in the world, the Tasmanian way of life is authentic and creative, where producing original art with meaning takes time, soul, and humanity. These are the things visitors will experience on a holiday in Tasmania – they ‘come down for air’ by slowing down, seeing the beauty beyond the surface, and making real connections. And of course, having a little fun.”
TasmanAi launches with an online video, in social, and through PR and artist activations.
Says Casey Schweikert, creative director, BMF: “AI is great, but why let robots have all the fun? We’re excited to remind Australians that Tasmania is the most inspiring place on earth and prove just how creative us meatbags can be. After all, databases of stolen jpegs are no match for Tasmania’s wealth of artistic talent and wildly stimulating views.”
Client: Tourism Tasmania
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Executive Creative Director: David Fraser
Creative Directors: Casey Schweikert & Rees Steel
Art Director: Imogen Wetzell Ramsey
Copywriter: Declan Harrick
Design Director: Fiona McLeod
Planning Director: Thomasine Burnap
Client Services Director: Edward Hughes
Senior Account Director: Rebekah O’Grady
Account Director: Brigitte Davies
Head of TV: Jenny Lee-Archer
Agency Producer: Jess Vella
Art Buyer: Basir Salleh
Digital Agency: Orchard
PR Agency: Havas Red
Media Agency: Starcom
Production Company: Good Oil
Director: Taylor Ferguson
Sound Production: Rumble
33 Comments
I loved this … tickled my zeros and ones
^see above.
Fun, awesome stuff.
Nice work. Fun idea
how much are the artists being paid?
Love
Fantastic stuff.
Enough for them to have agreed to do it?
fun
Nice one Imogen!
Refreshing and bold. Brave client.
Very nice. It makes me happy to see this kind of work being made.
Nicely done
Go Imo!
So often found padding out the back of a creative deck, it’s lovely to see an idea like this in the wild. Bravo
Awesome work Imogen!
I hate to think how much money has been wasted on this ridiculous idea.
Absolutely love it. Great work guys.
Love it.
Refreshing. Cut through.
It
I’m sure the majority of these positive comments are from the agency congratulating themselves, but to be fair, it’s really nice
I think this work wreaks of advertising hubris.
Lol, you don’t love it.
Mainly someone congratulating himself, but it is really good.
Nice work Dec & Imo
Great work Dec. Refreshing and original. This guy is going places.
This campaign reeks of ad lunch , not ad thought.
Nah, have a nap mate. This is good. It’s just not for you.
Will drown in the middle of a sea of ai ideas.
Drowning in the middle of a sea of ai ideas would make a good prompt
Interesting idea.
Film on the nose. Trying to be so clever and alternative… lame.
My thoughts exactly.
Why is this idea unique to Tasmania?
What a gimmick.