Cannes Lions

The MilkmAId

OGILVY PARIS, Paris / NESTLE / 2023

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Overview

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Overview

Background

Every detail of Vermeer's world-famous painting, The Milkmaid, has been studied by scientists for centuries, but on Sept 8, 2022, using X-ray, the Rijksmuseum's research team revealed new objects hidden in the painting, propelling this masterpiece into the center of conversation and media around the world. In France, The Milkmaid is also the emblem for the logo of one of Nestlé's most famous yogurts. An opportunity for the brand to reveal even more...

The brief was simple: how to capitalize on this opportunity and react the fastest we can.

Idea

In 24 hours, using the new possibilities of Al, we reveal things not inside, but outside the picture. With nearly 2,000 iterations and prompts, we revealed to the world an extended version of the Milkmaid, with many people admiring her patiently preparing her delicious yogurt, to support the brand tagline : “It’s so pleasurable to take time.” 350 years after its creation, Nestlé has revealed a new facet of the masterpiece that will never cease to surprise us.

Strategy

To ensure maximum PR impact of our campaign, we capitalized on 2 trends: one technological with the launch of DALL.E 2 latest AI Outpainting feature and another cultural with the reveal of new objects hidden Vermeer’s painting, The Milkmaid.. We were confident that by simply posting the video on the brand's YouTube page, with 0 media budget, the reactions would be immediate.

Execution

This first ad created with Al outpainting technology was simply posted on the brand's YouTube page. And with 0€ media budget, it generated a lot of interest (More than 15 million people exposed). The two weeks following the video's YT broadcast, our campaign has been relayed by all the major media in France but also International, including the TF1 20h news, which is the most watched in Europe.

Outcome

Our campaign has been relayed by all the major media in France but also International, including the TF1 20h news, which is the most watched in Europe. Results: with 0 media budget >> +80 million impressions.

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