Agency: Why Not.


Matis is a family-owned business that provides comfortable living and working spaces. Brand cherishes tradition, but that did not stop them from embracing the future rooted in technology and brave innovation.

The moment in which we needed to communicate our dedication to innovativeness was marked by one hot topic: AI.

In a year when AI made a technological revolution in every aspect of our lives and when it “threatens to take the job” from us, common people, we asked the question of how will AI shape the future of one specific niche – the craftsmanship of the furniture?

We decided to use this insight and tell our story in a light and creative way that would dispel the growing fear of artificial intelligence and present our brand in one original and innovative manner which would inspire and entertain people.

We invited people through our social networks to describe the perfect piece of furniture that they would like to own in the future. They responded brilliantly and we got a lot of creative and crazy ideas within a few days. We visualized their ideas and brought them to life with the help of artificial intelligence: the Midjourney.

We shared the visuals created by the AI on social networks, and the most creative idea was awarded with a real Matis armchair with a clear message: Matis for real, until the armchair that you have imagined appears.

This professional campaign titled 'AI - MAZING CRAFT.' was published in Serbia in February, 2023. It was created for the brand: Matis, by ad agency: Why Not.. This Digital and OOH Outdoor media campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 1 year ago.


Advertising Agency: Why Not. Belgrade, Serbia
Campaign: Matis x AI
Creative Director: Siniša Grahovac
Senior Copywriter: Arsenije Krnjajski
Copywriter: Staša Storebra
Social Media Manager: Milica Jovljević i Boris Mitrović
Designer: Milica Joksimović & Midjourney


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