How the campaign worked in detail
The campaign launch coincided exactly with the first Covid Lockdown (17.03-05.04.20), so we had to rethink our ideas: We put focus on a digital exhibition and inspired people exactly where the A.I. was once inspired: on Instagram. We showed the community the final MEISTERSTÜCKE as well as videos of the creation process, we also raffled off exclusive prints to urban art fans. In addition to that, we projected digital murals of our MEISTERSTÜCKE onto Berlin house walls. To draw more attention, we teased our Instagram activities on Facebook and YouTube with a special campaign trailer as well as an interview with our campaign ambassador Jazzelle Zanaughtti, aka. Ugly Worldwide. Furthermore, we placed advertorials in selected magazines and blogs to reach our art- and technology-interested target group and shortly after, we open-sourced the A.I. code to the community. Through the digital campaign focus, we made it possible to experience art and culture from home at a time when people were not supposed to be out on the streets.