Taking the conversation around AI out of the lab and into culture, we helped Google DeepMind connect with diverse and underrepresented talent.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2022
Google DeepMind's long-running global scholarship program aims to incorporate diverse values and concerns into the creation of AI.
The AI industry can be daunting for those who may not see role models or peers already engaged in the sector. This is within a category that often defaults to dense language and alienating imagery in its communications.
CONTEXT
CHALLENGE
STRATEGY
Develop a powerful cultural strategy and proposition, encouraging the next generation to become the ‘authors’ of the future, as well as developing a humanizing visual language.
Methodology
-
01
Shifting Ideologies
Mapped dominant and emerging ideologies surrounding AI, specifically focusing on the aspirations and concerns of underrepresented groups.
Semiotic Analysis
Investigated the existing cultural landscape and visual codes.
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02
Cultural Strategy
Crystallized insights into the cultural proposition: "AI by You"; empowering potential applicants to envision themselves as authors and owners of AI.
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03
Cultural Co-Creators
Creative development was infused with insights and stories from real scholars, cultural taste-makers from different verticals, alongside fresh visual inspiration from content-creators. The result was a human-centric and visually distinct brand platform.
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04
Story Maker
"AI by You" was brought to life through an evocative manifesto film, a series of mixed-media scholar stories, and social content distributed across YouTube, LinkedIn, Twitter, and Instagram.
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05
Communication Playbook
The project leveraged performance data against KPIs for significant increases in page views, positive sentiment, and scholarship applications.
Scholarship
case study series
Visual
identity
RESULTS
monthly increase
67%
+
page views
94.5%
+
avg sentiment
annual increase
40%
+
page views
183%
+
in scholarship applications
“
We want to encourage and inspire the next generation of scientists and engineers.
This world needs #AIByYou.
Lila Ibrahim COO, Google DeepMind
WE WERE BORN TO BRIDGE — IT’S IN OUR NAME
We are a global, independent creative agency that’s proudly woman-owned and a B Corp.
