Magic Happens When Creativity & Technology Are 01

‘01’ was created to celebrate the launch of Amsterdam’s newest advertising agency Accenture Interactive Amsterdam, part of AI’s fast-growing creative agency network.

 

Tell us about your role in the creation of this work

We, (Martijn van Marle and I, Peter van Rij, both ECD’s) started as the new creative leadership for Accenture Interactive in Amsterdam last January. Before that we were CCO of Ogilvy Amsterdam for 2.5 years and before that we worked at TBWA Amsterdam as creative directors for 10 years. 

Our first assignment was to write the story of Accenture Interactive and tell it to every CMO in the Netherlands. So, we wrote the story, built a new website and developed a campaign idea for our new agency.

Normally when ideas become technical, we look at each other and say, “nice idea, but how on earth are we going to make it?” Then the idea would usually end up at the bottom of a drawer. But this time the tech-guys from our lab got so excited that they immediately started building a 3D model robot, after which they designed a simple and effective way to control it. It was right then that I knew that we made the right choice joining Accenture Interactive. 

 

Give us an overview of the campaign, what is it about?

The campaign is about what happens when you combine creativity and technology. It’s meant to inspire every CMO out there. We’re organised in way that we’re able to solve all the different problems they are facing today. 

The film lives mainly online: on our website, on marketing platforms, and we use cut-downs to target CMO’s on their social channels.

 

Tell us about the details creative brief, what did it ask?

In this case we were fortunate that we wrote the brief ourselves. The objective was to grasp the attention of every CMO. Without telling the entire story of what we’re about. We wanted to tease them, get them excited about our new agency. We wanted the idea in different formats, from 90” to 15”. And the idea needed to be about the ‘marriage’ of creativity and technology.

What was very important for us was that we wanted to come up with something emotional and creative. Clients know that we’re smart and know all about data and business technologies. But they don’t associate us with creativity, yet. 

 

Which insight led to the creation of this piece of work?

Technology needs creativity. And creativity needs technology. They push each other forward.

This insight made us decide to join Accenture Interactive in the first place. They really embrace creativity, technology and business consultancy.

 

What was the greatest challenge that you and your team faced during development?

We wanted to make the performance touching and emotional. By making a tangible connection between machine and dancer. That was our biggest challenge.

Apart from working within strict Health & Safety restrictions – especially when it involves 3 tonnes of incredibly expensive robotics. And securing a robot– usually you would need at least a year’s lead time, we had three months. 

 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

We actually pulled it off! That’s what I enjoy most. We got the robot and created a beautiful and touching film. If it wasn’t for Kream we would never have made this film. They just kept on pushing, even when almost all robot companies had pulled back because of timings. They just didn’t take no for an answer. They wanted to do this just as much as we did.

 

Where do you see this campaign going in the future?

Let’s see what the future brings. Our first objective was to come up with a great campaign for Accenture Interactive Amsterdam. But we would love to see it grow to become the worldwide campaign for Accenture Interactive. The line “magic happens when creativity and technology are 01” is an inspiring one, we can think of ten more nice ideas on it. 

 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience? 

We actually pulled it off! That’s what I enjoy most. We got the robot and created a beautiful and touching film. If it wasn’t for Kream we would never have made this film. They just kept on pushing, even when almost all robot companies had pulled back because of timings. They just didn’t take no for an answer. They wanted to do this just as much as we did.