Nestlé’s magnified milkmaid
Ogilvy Paris uses AI to extend its 25-year ad platform for the French brand’s yogurt and dessert product, La Laitière (The Milkmaid).
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Credits
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- Agency Ogilvy/Paris
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Credits
powered by
- Agency Ogilvy/Paris
- President Matthieu Elkaim
- President Emmanuel Ferry
- Creative Director David Raichman
- Creative Director Julien Bredontiot
- Art Director Patricia Dupuy
- Art Director Frederic Siebert
- Head of Sound Johanne Kenniche
Credits
powered by
- Agency Ogilvy/Paris
- President Matthieu Elkaim
- President Emmanuel Ferry
- Creative Director David Raichman
- Creative Director Julien Bredontiot
- Art Director Patricia Dupuy
- Art Director Frederic Siebert
- Head of Sound Johanne Kenniche
Employing AI art generating tech, DALL-E, the Ogilvy team art directed the robot creatives to develop new imagery in keeping with the famous painting by 17th-century Dutch artist Johannes Vermeer.
The original, which shows a dairy craftswoman preparing milky treats, was chosen by Ogilvy as the icon for the Nestlé product La Laitière, at the end of the 90's.
The extended scene depicted in the campaign film now shows characters absorbed in a sort of suspended glee over the milkmaid's pudding prep, telling a broader story of the imagery Vermeer could have created beyond the frame.
David Raichman, ECD of Social & Digital Ogilvy Paris comments: “With this 'extended' Laitière, we are at the very beginning of a revolution for our creative industry. AI represents an incredible potential that impacts the way we conceive, design, produce and do justice to realize the ideas fullest potential."
