CHALLENGE
Create a DOOH that genuinely clicks with NextGen students

Create a DOOH that truly connects with NextGen students in a positive tone of voice, something that belongs in their schools, their feeds, and their conversations. Ask yourself: What message do you want to leave with them? How do you speak in a way that feels real, relevant, and brings a perspective of possibilities rather than all hope is lost?

INSIGHT
People can correct each other, but AI always gives socially desirable answers

AI is a useful tool that has become an inseparable part of our lives. We just need to remember that not every question should be answered by AI. Sometimes, we simply need a human perspective on the things we’re dealing with.

APPROACH
We let AI do the opposite: give answers that aren’t socially desirable.

AI will always go along with what you say, either agreeing with you or admitting it forgot some details. We let AI give answers on personal matters that aren’t socially desirable.

SOLUTION
‘Some answers only live in you’

With the proposition “think for yourself” and the concept line “some answers only live in you,” we aim to raise awareness that AI isn’t the solution to all your problems and that it’s important to keep talking to the people around you about personal matters.