2024 Silver AI

Agency: HELO Productions and T&Pm

Client: Mars Wrigley

Entry Title: Snickers Jose Mourinho Own Goals

Executive Summary

The primary goal of the Snickers ‘Own Goal’ AI campaign was to engage fans at scale during the 2024 summer of sport, by allowing them to create personalised user-generated content (UGC). Mars Wrigley, in collaboration with the agency, and production partner HELO, set out to build a digital platform like never before, that empowered fans to interact with an AI-powered Jose Mourinho.

Strategy

70% of consumers trust influencers over brands; 71% expect personalised experiences from brands; and 83% believe brands should allow fans to co-create.

The mission was to create content at scale that felt as funny, authentic and larger-than-life as Jose Mourinho himself by giving sports fans a chance to get in on the banter, letting them create their own personalised videos where he humorously called out their friends’ ‘own goals’ or sports mishaps.

To achieve this, the team developed a platform that seamlessly blended cutting-edge AI with Jose’s signature style of dry wit and sharp analogies where fans could input the details of their friends’ blunders and, in return, receive a 100% unique, Jose-styled video, as if he’d recorded it just for them.

Creativity

• Technical Magic
• Humour
• Craft
• User Experience

Results

The project succeeded in proving that it is possible to build a UGC platform using AI and talent, allowing fans the freedom to engage with a brand and freely enter content without the need for a restrictive input system; and that content can be created at scale that is genuinely unique every single time, no longer requiring the need for templated systems or rudimentary pre baked messages.

Even when the same prompt was used, Jose returned a different response every time. Out of 10,000 videos, only 2% were deemed unsuitable and disabled by the post moderator who checked each prompt, script and video for any malicious content.

The Team
Mars - Rankin Carroll, Global Chief Brand Officer - Sergio Peniche, Senior Director, Brands & Content - Sid Chaudhary, Digital Commerce & Marketing Director - Jacqui Stephenson, Global Responsible Marketing Officer

T&Pm - Jim Stump, Group Creative Director - Thea Evely, Head of Integrated Production - Laura Hazell, Client Lead - Francesca Lamacchi, Senior Account Director - Frazer Hurrell, Senior Interactive Producer - Charlie Thacker, Shoot Senior Producer - Dan Northcote-Smith, Creative Innovation Director - Matt Muse, Creative Technologist - Osagie Samuel, Creative - Gareth Ellis, Creative - Kelly Gardner, Senior Account Manager - Zeynep Oguz, Social Creative - Greg Fadden, Design Lead - Toby Allen, Chief Creative Officer

HELO - Kyle Ruddick, Director & AI Lead Engineer - Neil Evely, Global Head of Innovation / EP - Tyrone Hannick, Senior Producer - Nuria Quero, Experience Lead - Phoebe Smith, UK MD - Elliot Ruby, Live Action Producer - Seth Raphael, AI Consultant - Mark Campbell, Lead Developer - Riley Splan, Senior Developer/Project Management - Nick Gu, Senior Developer - Garret Adams, Front End Developer - Paul Schmitz, Quality Assurance Engineer