Irish homelessness charity, Dublin Simon Community, is today, March 22nd, launching a brand film by using cutting edge artificial intelligence (AI) technology, in a first for Ireland. Created by advertising agency BBDO Dublin and New York-based production company Lobo, the film entitled UNFAIR CITY is one of the most advanced uses of the technology to date and will be used to highlight the growing inequality of homelessness as it hopes to raise much needed funds for some of the most vulnerable people in our society.

This AI project was born out of a desire to find new ways of highlighting the country’s homelessness crisis, a problem that has been getting steadily worse every year. It has become more challenging for charities to illustrate the impact and complex issues around homelessness and to inspire the public to offer help as the issue spirals out of control. It is also becoming ever more difficult and challenging for those who are homeless to tell their stories. To help to increase levels of engagement, Dublin Simon deliberately utilised one of the most exciting areas of technology, Artificial Intelligence, to create a film that would garner wider interest and appeal to a new audience of younger more technologically minded donors.

UNFAIR CITY tells the story of Justin Cannon. Formerly homeless, Justin now advocates and volunteers for Dublin Simon. Justin was interviewed and his story animated using AI image generators. In this sense, the AI imagery was created by Justin’s own words. The end result is a beautiful and moving film that feels true to Justin’s experience. It also shows how, almost counterintuitively, the use of AI can help make the telling of the story feel human and authentic by protecting the person’s dignity and privacy.

This professional campaign titled 'UNFAIR CITY' was published in Ireland in March, 2023. It was created for the brand: The Dublin Simon Community, by ad agency: BBDO Dublin. This Film medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 1 year ago.


Dublin Simon UNFAIR CITY Credits:

Creative Agency : BBDO Dublin
Executive Creative Director: Shane O’Brien
Creative Director/Concept: Robert Boyle
Strategy Director/Concept: Adriano Eliezer
Art Director/Concept: Vinicius Bustamante
Copywriter: Donal Gaughran
Creative Director/copywriter: Eoin Conlon
Head of Innovation: Ed Leamy
Head of Account Management: Katie Cunningham
Senior Account Manager: Emma Blaney
Head of Production: Jess Derby
Agency Producer: Hannah Lambert
Multimedia Producer: Ali Kearney
Connections Strategy: Alex Boucher
Head of Strategy: Paul Fisher
Chief Executive: Neal Davies

PR Agency: Harte Media
Communications Specialist: Garret Harte
Associate Director: Catherine Monaghan

Client: Dublin Simon Community
Chief Executive Officer: Catherine Kenny
Communications & Marketing Manager: Caoimhe O'Connell
Head of Fundraising and Communications : Aisling Harmey
Senior Marketing Executive: Louise Murphy
Senior Communications Executive: Frances Macken
Marketing & Communications Executive: Omoyele Rahman

Production Studio : Lobo
Director : Diogo Kalil @ LOBO
Executive Producer: Loic Francois Marie Dubois, Micheal Stanish.
Account Manager: Su Constantine
Head of production: Marcelo Barbosa, Clara Morelli
Post Production: Bruna Boretto
AI Illustration: Diogo Kalil with MidJourney
Animation: Igor Lopes

Music Composition : HEYHEYMYMY
Music Director: Mairena Julius
Sound Effects and Mix by HEYHEYMYMY

Final Sound : Scimitar
Final Sound Mix : Dean Jones, Jordan Mullen, Alex Derby @ Scimitar


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