La Laitière - "the milkmAId"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, France

3715

Title	the milkmAId
Agency	Ogilvy Paris
Campaign	the milkmAId (AI)
Advertiser	Nestlé
Brand	La Laitière
Posted	November 2022
Business Sector	Milk & Cold Desserts
Story	The Rijksmuseum's research team recently revealed new objects hidden in the Vermeer’s Milkmaid, propelling it into the center of conversations.But in France, The Milkmaid is also one of Nestlé's most iconic yogurt. An opportunity for the brand to reveal even more...Less than 24 hours after these discoveries, we reveal things not inside, but outside the painting using AI outpainting new possibilities.With almost 1000 iterations and prompts, we revealed to the world an extended version of The Milkmaid, now with many people who patiently admire her while she prepares her delicious yoghurts. With 0€ media budget, this first ad created with AI outpainting technology was event featured in the most watched TV news in France. More than 350 years after its creation, Nestlé has revealed a new facet of this masterpiece, which proves, as this famous brand signs, that it is so pleasurable good to take the time.
Media Type	Digital
Marketing Director	Christophe de Poncins
Advertising Manager	Julie Lerebours
President	Matthieu ELKAIM
President	Emmanuel Ferry
Creative Director	David Raichman
Creative Director	Julien Bredontiot
Art Director	Patricia Dupuy
Art Director	Frederic Siebert
Business Affairs	Hubert d'Arrouzat
Account Manager	Manon Roux
MOTION DESIGN	Baptiste Joubert