In a groundbreaking initiative revealed at Google’s annual Creative Lighthouse event during the Cannes Lions International Festival of Creativity, Tombras, in partnership with Google and PODS, introduced an innovative campaign utilizing Gemini AI. The challenge was to create an “impossible” ad campaign that leveraged the power of Generative AI to enhance the creative process.
To meet this challenge, Tombras collaborated with PODS, a leader in the moving and storage industry known for its portable container services. Recognizing the PODS container as an effective advertising medium, Tombras aimed to transform it into an “Impossibly Smart Billboard.” This intelligent billboard would auto-generate real-time ads based on factors such as location, weather, time, and hyper-specific neighborhood data, all powered by Gemini AI.
The project began with the development of a custom Creative Brief Builder for PODS using Gemini. This tool streamlined the briefing process, condensing what would typically take days into mere hours. It incorporated transcripts, brand documentation, podcast videos, over 10,000 Google reviews, and project briefing details to help Gemini understand PODS’ unique value proposition and customer appeal.
With the tone of voice and consumer data established, Gemini was tasked with generating headlines. According to Avi Baliga, ECD of Tombras NY, “From the start it was clear Gemini was up to the task, so we decided to push its limits and create localized lines for all the neighborhoods in New York City.”
To facilitate real-time headline generation, Tombras used Google Cloud Vertex AI with Gemini 1.5 Pro. This enabled the creation of a real-time application that could display hyper-local headlines based on the GPS location of PODS containers. A PODS moving truck was equipped with LED screens to showcase these dynamic messages. As the truck traveled through various neighborhoods, the billboard updated in real time with over 6,000 targeted headlines.
REELated:
Landing Gear, a New York City-based experiential production company, partnered with Tombras to bring this innovative activation to life. The campaign exemplified Tombras’ philosophy of merging creativity, technology, digital expertise, and production to address timely issues and deliver impactful business results.
Sadie Thoma, Director of US Ads & Industry Marketing at Google, praised the initiative: “For the past seven years, Google has partnered with marketers to explore the creative possibilities with new Google ad products and solutions as part of our Creative Lighthouse Program. This year, we invited five agencies to harness the power of Gemini and Generative AI in an upcoming client campaign. Throughout the ten-week experiment, we’ve been inspired by Tombras’ ingenuity in transforming PODS trucks into Gemini-powered digital billboards with LED screens that auto-generate real-time ads based on hyper-specific neighborhood knowledge and data inputs as they drive around the country.”
This project highlighted the synergy between data and creativity, showcasing Tombras’ ability to leverage cutting-edge technology to deliver innovative and effective advertising solutions.
CREDITS:
BRAND: PODS
AGENCY: Tombras
- President: Dooley Tombras
- Chief Creative Officer: Jeff Benjamin
- Chief Production Officer: Chad Hopenwasser
- Chief Digital Officer: Ryan Edwards
- Chief Technology Officer: Juan Tubert
- Executive Creative Director: Avinash Baliga
- Art Director: Jose Gayosso Ramirez
- Jr Art Director: Gwynie Bahr
- Jr Copywriter: Carter Halvorsen
- QA Lead: Karen Molye
- Senior Producer: Caroline Deason
- Senior Project Manager: Sarah Phillipe
- SVP, Group Account Director: Courtney Mann
- Account Director: Savannah Hughes
EXPERIMENTAL CREATIVE STUDIO: Landing Gear
- Partner/Creative Producer: Aaron Royer
- Partner/Creative Producer: Swang
- Creative Technologist: Tauf Asrafy
CREW
- DP: Anthony Subietas
- DP: Sam Falconi
- DP: Noah Fowler
- DP: Chris O’Konski
- Photographer: Christian Delfino
POST PRODUCTION
- Senior Editor: Stephen Vaughn
- Editor: Anthony Subietas
- Assistant Editor: Deana Biagi
MUSIC: Marmoset
This article was brought to you FREE. The independent team who brought it to you is not. Please support Reel 360 News and Reel Chicago by donating here.
