VMLY&R COMMERCE | Geometry recreates with artificial intelligence the stories of people who fooled the world to demonstrate that in front of the benefits of Weber grills, no one can lie.
Weber, a company dedicated to the sale of grills, accessories, and experiences around the barbecue, has partnered with VMLY&R COMMERCE | Geometry Colombia to launch the campaign “Smoke-free ads” as part of its strategy for the second half of 2023. This initiative aims to highlight the attributes of its products: versatility, efficiency, and warranty.
In the grill category, several brands insist on being the “best”, however, they often disappoint their customers in terms of quality, price, and warranty. The same thing happens in everyday life with situations or people who “sell smoke” and don’t keep their promises, defrauding people around them.
Inspired by this reality, Weber and VMLY&R COMMERCE | Geometry have seen the opportunity to go in search of those stories around the world in which “smoke sellers” were evidenced. Under the campaign “smoke-free ads” and with the help of artificial intelligence, a series of graphic pieces were created with different characters that have an emblematic story of deceptions and unfulfilled promises, to draw attention to the truthfulness and quality of the products offered by Weber.
“This has been a fun creative process, as it should be, not only because of the insight and the search for stories, but also because of the exploration with AI. This has given us, as a team, an interesting result that responds perfectly to Webber’s communication pillars,” says Edwin Pineda, Chief Creative Officer of VMLY&R COMMERCE | Geometry.
The campaign has been communicated through the brand’s social networks, making clear one by one the benefits they offer (versatility, efficiency, quality, guarantee, design, durability and experiences) along with the reasons for Colombians to benefit from choosing Weber when grilling, as their grills are made for everything from baking, roasting, browning and smoking.
CREDITS:
CCO: Edwin Pineda
DGC: Tito Chamorro
DC: Emerson Martinez
Copywriter Senior: Samuel Torres
Senior Art director: Andrés López, Joan Gaspar.
Retoucher: Sebastian Correa
Planner: Camilo Barragan
Account Executive: Daniela Gallo
Chief Growth Officer: Marcela Arango
CEO: Camilo Afanador
Director of Corporate Communications: María Cristina Manosalva