Client
Springboards
Role
Creative Strategist
Institution
Miami Ad School
The Scenario
Through an awareness campaign, to get agency strategists and creatives to stop defaulting to ChatGPT, Claude, or Gemini, and use Springboards instead.
The Situation
People currently use Claude and ChatGPT for ideation in private because it’s the default tab and admitting AI use feels like “I’m lazy.” We need them to use Springboards out loud with their team so collaboration becomes the norm and samey thinking dies faster.
The Strategic Process
Commercialized third spaces like bars do not align with the target’s lifestyle and others, coffee shops and restaurants, are either pay to play or are not conducive to making authentic connections.
The Framework
The 4C’s – customer, category, company, and culture – were researched.
The Insight
Creatives need an AI that understand who they are and what they need.
The Creative Strategy
To Introduce Springboards as the partner that already speaks creative.
Strategic Process
Team Kudos
Uncommon Ground
Creative: Daniela Lozano
Creative: Andrea Montenegro