TitleThe Masters (170 s)
Production Company
Campaign The Masters
Advertiser Distell Limited
Brand Oudemeester

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ProductSubscribers Only
Business SectorSubscribers Only
Type Television & Cinema

About 140 BBDO

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In an extraordinary bid to embrace and solve today’s increasingly demanding get-it-done yesterday culture, BBDO SA announced the launch of an unprecedented new technology that will empower and sustain a whole new era of creativity on demand. A custom-designed, personalised robot computer that is able to conceptualise and execute 12 ideas an hour.

“We’ve always been about solving problems through creativity, so why not apply it to our most vexing one: increasingly unrealistic deadlines,” explains BBDO Group CEO Keith Shipley.

Backed by BBDO Worldwide, who will assist in a massive rollout across 72 countries over the next two years, two prototype robots will initially be unveiled in South Africa this week at Net#work BBDO in Johannesburg and 140 BBDO in Cape Town.

According to #IT Manager Chris Groenewald, “Project BB DO has been an incredibly complex process to manage, with a team of six specialists working under wraps for the past five years now. There are still a few gremlins and niggles to iron out, but we have managed to develop an amazingly efficient output.”

Media analysts were impressed at last night’s global launch, “We were a little sceptical at first but then blown away by the sheer quantity and quality of the ideas produced,” said TechSavMonthly editor Gene Hofmann.

Interestingly enough, as advanced as these Robots are, affectionately dubbed “Ida 1 “and “Ida II”, they still rely on the efficacy and tightness of the brief. “Focus is our game,” explains Head of Planning Matt Riley, “and this is no different. Client has to be even more disciplined, as the computer feed is restricted to a one pager GET-TO-BY template crystallising the problem and who we need to reach.”

According to projected billings outlined, this could prove a welcome boon to South Africa’s future investment credentials as an innovations hub. Net#work’s Financial Director Vusi Sithole adds, “SA was unanimously selected as the lead country for this project due to our unique balance of brainpower and currency weakness, which at least has a positive spin for the future.”

Concludes Mike Schalit, Chief Creative Officer, “The cool thing for me is that our creative leadership is not at all threatened, this heralds the beginning of a brilliant complementary addition to their mandate of delivering awesome breakthrough ideas that are relevant and on time. The likes of Net#work ECD Brad Reilly, and 140 CDs Liam Olding and Alexis Beckett, are part of a new generation of creative leaders who embrace technology and cutting edge design.”

In a live interview on the Tonight Show from New York earlier, BBDO Global Chief Andrew Robertson revealed that BBDO will enter this breakthrough initiative into the Titanium category at Cannes Lions later this year.

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