Grab life by the veg

AWARD Lab GenAI Sprint | AUSVEG “+ONE SERVE 2030”

In May, my AD partner Taylor and I competed in the inaugural AWARD Lab GenAI Sprint, a 60-hour creative competition answering a not-for-profit brief, run by AWARD in partnership with Leonardo.Ai and the Outdoor Media Association (OMA).

The challenge: use AI to develop ideas fast, with human creativity and craft still at the core.

Our brief was AUSVEG's +ONE SERVE 2030 campaign, a national push to get Aussies eating just one more serve (a handful) of veggies a day.

Deliverables:

  • 3 digital OOH executions

  • Each built around a different reason to believe (value, biology, behaviour)

  • Unified by a single visual device: the handful

  • Produced using Leonardo.Ai

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