Agency: ‿ and us


Ai is the word du jour, the topic of the moment. Everyone is talking about Ai and its capability. Thanks to the next generation Chatbot GPT and DALL-E platforms, industry leaders, tech leaders, celebrities and news channels all over the world are discussing the hottest topic about how Ai can replace human creativity. This moment has even been compared to the “invention of the Guttenberg press” or “invention of Photography” by many thought leaders.

After the initial awe about what these tools can do subsided, a collective angst has developed. People feel threatened that Ai is becoming so good, it could impact everything in life as we know it, including our jobs in the creative industry. It could really change everything.

American burger chain Hardee’s decided to put Ai to the test with unAimaginable, an experiment to see just how good it really is, to see if it was the genius it’s purported to be - and whether there’s any way to alleviate everyone’s anxiety about it.

Along with creative agency ‿ and us, Hardee's prompted Ai’s image making tool DALL-E, to “imagine Hardee’s SUPER STAR burger”. What came back was an array of weird, wacky, surreal, completely wild creations – amazing, near misses, beautiful images, but crucially – not one was a 100% correct image of a SUPER STAR burger. So, they pushed it more with other prompts including giving the full recipe. But it still couldn’t nail a SUPER STAR burger down, in over 10,000 attempts.

What then resulted was a campaign across the Hardee’s social channels posting the platform's wild creations, along with a film hoping to put their customers minds at rest. Ai isn't perfect, it cannot replace us, and it cannot replace the enjoyment of a good burger.

This professional campaign titled 'unAimaginable ' was published in United Arab Emirates in January, 2023. It was created for the brand: Hardee’s, by ad agency: ‿ and us. This campaign is related to the Food industry and contains 1 media asset. It was submitted over 1 year ago by Brooks: Zoe.


Client: Hardee’s
Regional Marketing Director MENA: Hussein Kandil
Senior Marketing Manager: Justin Hunter

Agency: ‿ and us
City : Dubai
Chief Creative Officer : Fadi Yaish
Executive Creative Director: Jamie Kennaway
Executive Technology Director: Diogo Borges
Brand Director : Lama Halimeh
Associate Creative Director: Gabriel Cavalheiro
Associate Creative Director: Rob Hall
Senior Art Director: Vini Zumpano
Senior Art Director: Gustavo Cavalheiro

Post Production : BlackBox
Head of Production: Serra Chehade


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