Heineken's latest campaign is total trash
An AI-powered receptacle might not be able to catch rubbish, but this funny concept from LePub certainly doesn't belong in the bin.
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Credits
powered by
- Agency Le Pub/Milan
- Production Company Prodigious Milan
- Director Olivier Richomme
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Credits
powered by
- Agency Le Pub/Milan
- Production Company Prodigious Milan
- Director Olivier Richomme
- Sound Design Opera
- Global Chief Creative Officer Bruno Bertelli
- Global Chief Creative Officer Cristiana Boccassini
- Chief Creative Officer Mihnea Gheorghiu
- Executive Creative Director Andrey Tyukavkin
- Creative Director Marie Poumeyrol
- Associate Creative Director Valentino Borghesi
- Associate Creative Director Geo Joseph
- Associate Creative Director Fernando Dominguez
- Producer Cinzia Morandi
- Executive Producer Alessio Zazzera
- Producer Alessia Pietromarchi
- DP Tommaso Terigi
- Editor Claudio Roveda
- Colorist Luca Parma
Credits
powered by
- Agency Le Pub/Milan
- Production Company Prodigious Milan
- Director Olivier Richomme
- Sound Design Opera
- Global Chief Creative Officer Bruno Bertelli
- Global Chief Creative Officer Cristiana Boccassini
- Chief Creative Officer Mihnea Gheorghiu
- Executive Creative Director Andrey Tyukavkin
- Creative Director Marie Poumeyrol
- Associate Creative Director Valentino Borghesi
- Associate Creative Director Geo Joseph
- Associate Creative Director Fernando Dominguez
- Producer Cinzia Morandi
- Executive Producer Alessio Zazzera
- Producer Alessia Pietromarchi
- DP Tommaso Terigi
- Editor Claudio Roveda
- Colorist Luca Parma
Yeah yeah, AI that can replicate people's voices, faces, and jobs is exciting/scary/mad, but we're much bigger fans of the more idiotic implementations of the world-conquering tech, and this one is, by definition, total rubbish.
Developed by LePub for Heineken, Trash&Win presents an AI-powered bin as it attempts to catch discarded bottles and cans... and spectacularly fails in the process.
However, the ridiculous image is actually just a tease to the meat of the campaign: a platform that utilizes AI trained on trash recycling bins and containers in Spain for phone camera recognition, treating Heineken trash as raffle tickets. Contentious winners are announced instantly via TrashAndWin.com's AR filter, with prizes based on location data for regional redemption.
