Elidor, a Turkish haircare subsidiary of Unilever, created a center to support Turkish women after a devasting earthquake. The brand also invited young women to share artistic representations of solidarity that it ultimately transformed into an interactive out-of-home (OOH) piece of art through the use of generative AI (gen AI).
Objective
After the February 2023 earthquakes in Turkey, young women who already faced challenges in realizing their dream, feared being forgotten. Elidor and TOG (Community Volunteers Foundation) initiated the Young Women Support Center project in the earthquake zone. In the spirit of its purpose, the brand wanted to reassure young women they weren't forgotten by providing them a space for emotional and social support. The brand also sought a global, interactive, technological installation that aligned with its brand purpose of standing with women.
Context
Elidor leveraged gen AI to create an interactive artwork blending the hope and solidarity-themed paintings of women affected by the earthquake with a special composition by singer Karsu. The brand subsequently launched the Elidor IG Chatbot to transform these works of art into new visuals.
Target Audience
For its campaign, Elidor targeted young women. But its objective was to spread the message of solidarity to everyone.
Creative and Media Strategy
Elidor's campaign leveraged a litany of media channels to collect messages that would ultimately be transformed into a digital monument via artificial intelligence.
Elidor launched a real-time gen AI software that transformed paintings and drawings from young women to create an interactive artwork blending messages of hope and solidarity with a special composition by singer Karsu.
For this real-time outdoor installation, Elidor developed a gen AI software to manage the dataset and solve artist copyright issues. This creative idea united people in solidarity, support, and hope toward the affected young women, showcasing the potent blend of technology, art, and human empathy.
Results for the campaign included:
