Bienvenidos a la última dosis de disrupción del año, el boletín de LinkedIn de TBWA Worldwide.

Terminamos 2024 con una gran noticia: TBWA ha sido nombrada Agencia Global del Año 2024 de ADWEEK.

‍ Fuimos reconocidos por establecer el estándar para la industria con el lanzamiento de nuestra plataforma de IA "Collective AI", y por nuestro trabajo culturalmente disruptivo que nos ha ganado fama mundial.

Sin revelar demasiado de nuestra fórmula secreta, queremos mostrarte lo mejor de lo que hacemos.

¡Vamos a sumergirnos! Renovamos nuestros votos con Disruption® 🤝\

‍

‍

‍

Fuente: https://www.linkedin.com/pulse/dose-disruption-adweek-aoy-edition-tbwa-4emgf/

‍

‍

Welcome to the final Dose of Disruption of the year, TBWA Worldwide's LinkedIn newsletter.

We’re ending 2024 with some pretty big news: TBWA has been named ADWEEK’s 2024 Global Agency of the Year.

We were recognized for setting the standard for the industry with the launch of our AI platform “Collective AI”, and for our culturally disruptive work that has earned us global fame.

Without giving away too much of our secret sauce, we want to show you the very best of what we do.

Let’s dive in!

Renewing our vows with Disruption® 🤝

‍

This past year, we’ve renewed our vows with Disruption®, and our decades-long love affair continues.

Disruption® is our magic maker. It’s how we defy convention, create a vision, and compete with culture. Disruption® means getting uncomfortable and Doing the Brave Thing.

Disrupting our company's fundamental ways of working, we launched our AI platform, “Collective AI” this year.

Most AIs in the market are fed with what’s on the internet, but ours is fed on Disruption®. Our AI is trained on the very best of our disruptive platforms, proprietary intelligence, and creative ideas.

Collective AI is a game-changer for TBWA pirates and clients, pushing the boundaries of creativity and technology.

Its impact is already being felt everywhere.

And we’ve doubled down on the culturally disruptive work that makes us famous.

We remade Levi’s iconic Launderette ad 👖

TBWA\Chiat\Day LA partnered with the superstar Beyoncé to “...remake Levi’s Iconic ‘Launderette’ ad”.

In “Chapter 01 Launderette,” Marvin Gaye’s vocals are replaced by Beyoncé’s “Levii’s Jeans,” a track with Post Malone from her most recent country album Cowboy Carter.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” said Beyoncé.

“I am honored to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me.”

The campaign sees Beyoncé step into the role of protagonist in “REIIMAGINE.” Inspired by the legacy of the Levi’s brand and the forward-thinking vision of one of the most influential figures of modern culture, it captures the power of our creativity when it is in step with culture and responds in real time.

1.5 billion people loved our smelly billboard for McDonald’s 🍟

We “proved the power of the chain’s best-selling item”, according to Adweek, and created simple, unbranded red and yellow billboards that emitted the unmistakable aroma of McDonald’s fries.

“Smells Like McDonald’s” reached over 1.5 billion people in week one, with 87% of passers by identifying the scent correctly.

How was it made? These billboards had a hidden compartment to store McDonald’s fries. TBWA\NEBOKO then used an internal heat and ventilation system which intensified the smell of fries and directed it toward anyone walking within five meters of the display. Genius.

All of the billboards were placed within 200 meters of a McDonald’s restaurant so that any cravings the display inspired could be easily satisfied within minutes.

Rihanna makes history as the new face of Dior ✨

We “made history with Rihanna as the new face of Dior”, said Forbes.

Luxury is evolving, driven by a diverse, creative audience that values personal accomplishments over heritage. TBWA\Paris embraced this change by making Rihanna the face of J’adore, symbolizing a new era and significantly repositioning an iconic brand.

The campaign film is directed by Steven Klein and set to Rihannah’s track Love on the Brain. The luxury brand said that it’s inspired by the story of a "metamorphosis and a coronation, a fusional encounter between a pop idol and a legendary perfume."

Billboard Brasil celebrates transgender people defying the odds 🗞️

Lew'Lara\TBWA celebrated transgender people defying the odds and reaching their 30th birthday.

For 14 years, Brazil has had more transgender murders than anywhere else in the world, mostly affecting 18-29-year-olds. Instead of submitting to “30 under 30” lists, we created a special “Over 30” edition of Billboard Brasil to celebrate transgender individuals who reached that milestone.

Billboard, a forward-thinking brand with a history of shaping global pop culture through journalism and music, recognizes its responsibility to fight prejudice and dismantle barriers that hinder progress and individual growth.

By showcasing the talents of transgender individuals, this project drew attention to the deeply ingrained transphobia in Brazil. It fosters a shift in mindset, amplifies the cause, and uses Billboard’s powerful communication platform to reach where change is needed most.

It became one of the publication's most popular issues.

AI-powered communication robot helps entertain children 🤖

This year, TBWA HAKUHODO created an AI-powered robot Iruyo that “babysits and plays with children while parents drive”.

In Japan, babies under 15 months must sit in rear-facing child seats, causing over 80% of parents to feel worried and uncomfortable. To address this, we developed an AI-powered communication robot named Iruyo.

The robot monitors the child's behavior and reacts to them in real time, providing comfort and entertainment to prevent drivers being distracted.

Iruyo has received global coverage from outlets like CNBC and Wired, and will go on sale in 2025.

Well, that’s all, folks.

In the words of TBWA’s outgoing CEO Troy Ruhanen:

Here’s to a decade that transformed us from a network…

…to a Collective

That reminded us to make it smart…

Make it beautiful…

And have fun.

See you for the next edition… Coming in 2025 👋

‍