The Can’s Prediction

Background

Today even though both creatives and clients had access to a huge number of creative databases, they still hadn't figured out a useful way to harness their power.

Evaluating creative ideas remained as difficult as it had ever been.

The problem persuaded Serezha Shabrov, Head of Interactive at Leo Burnett Moscow, and Rupert Runewitsch, Head of Social & Mobile at Leo Burnett North America to harness the latest research in complex data sets in order to create a tool to assist creative directors in their jobs and maybe even to replace them.

Idea

Using neural network algorithms to analyse big data from major creative databases such as of Ads of the World, Coloribus and Adeevee, The Can researched, evaluated and then scored campaign ideas.

Ideas were uploaded via a mobile app or at the site and then given a score based on originality, brand relevance, engagement and awards potential. If the user selected a particular advertising festival, The Can could estimate the idea's potential award results.

Creative directors were invited to join beta testing of The Can at thecan.io with the chance to win a delegate's pass to Cannes 2016.

Results

Unknown

Our Thoughts

This has to be tongue in cheek. There have only been a few tweets from @askthecan since the launch in June 2015 and the results of the beta test, promised “after Cannes” still haven’t been published.

The whole idea is a tribute to the Darwin Society, lions voting for big game hunting, Greeks voting for austerity etc. Is there anyone brave enough in the whole Burnett network to walk into Mark Tutssel’s office and say, “Mark, we are replacing you with an algorithm.”?

However, what it has done as an idea is reposition Leo Burnett, steeped as it is in traditional media, as an agency that understands tech as well as any or, at least, well enough to be able to take the mickey out of its tech-inspired competitors.