PIONEER NOW: Learn how we're using AI to future-proof brands

World Building with AI

The world is changing faster than ever. Brands that are relevant today can be overtaken tomorrow. That's exactly why we developed our latest campaign at ON A DAILY BASIS™: PIONEER NOW. An ode to brands that dare to move, that do not stand still, but make the leap into the future every day.

For this campaign, we fully immersed ourselves in the possibilities of generative AI. Where creative production used to take weeks of preparation and execution, we can now bring entire worlds to life in seconds with tools like Sora, Kling and Runway. From short ads to key art: well-timed prompts create images that immediately evoke emotion and tell a story.

AI is therefore our new canvas — scalable, fast and full of surprises. Still, it's never just about technology. A strong story requires the right balance between innovative resources and human presence.

Because real impact only occurs when AI works with people who bring something familiar, cultural and emotional. It's about a person's energy, the cultural codes that he or she represents, the recognition that a viewer feels. This is the only way stories are loaded with meaning.

Elderly people as a symbol of innovation

In PIONEER NOW, we deliberately chose to put the older generation at the center. But instead of presenting them in the familiar or predictable, we placed them in a surprising, fresh context. We let them do things that are usually associated with young people — in terms of style, behavior and attitude. In doing so, we portray the older target group as a symbol for brands that have stood still for too long.

By literally getting them moving, we give shape to the sense of innovation. This creates a story that intertwines humor, contrast and relevance.

Generative AI makes it possible to visualize these scenes powerfully and vividly. What once seemed impossible or unattainable can now be created with speed and scale. But what really brings this campaign to life is the tension between reality and fantasy. We work with real ones in an unreal setting: real people, real energy, but placed in a world that is being enlarged and distorted by AI. It is precisely that contrast that makes it believable and compelling.

Why pioneering matters now

Whether you want to appeal to younger target groups or give your brand a fresh boost, the goal is always the same: stay relevant to a new generation. That's what pioneering is all about. And that is exactly what we summarize in our appeal: PIONEER NOW.

Don't stand still. Move along. Become a pioneer.

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