What is this innovative campaign by Softlogic Life?
Using “deepfake” technology, the campaign recreates performances by four iconic music legends of the country: H.R. Jothipala, Milton Mallawarachchi, Clarence Wijewardena, and Sunil Perera. The commercial showcases these legends performing Softlogic Life’s renowned ‘Leda Leda’ tune, creating a buzz across Sri Lanka.
Why is deepfake technology significant for brands?
Deepfake technology, an AI-based technique that synthesizes media, has gained recognition among brands worldwide. It offers opportunities to create engaging and immersive experiences for audiences. Softlogic Life, known for its consistent innovations in the life insurance industry, aims to disrupt the market once again by utilizing the latest technology.
How does Softlogic Life hope to inspire other brands?
As the first company in Sri Lanka to produce a deepfake commercial, Softlogic Life wishes to inspire other brands in the country to explore the potential of this technology in their marketing strategies. However, they emphasize the importance of adhering to legal and ethical requirements when utilizing deepfake technology.
What is Softlogic Life's message behind the commercial?
Softlogic Life Managing Director Iftikar Ahamed highlights the significance of life insurance in securing individuals' financial future, especially in the face of increasing household expenses. The commercial features the legendary musicians expressing empathy for the challenges people currently face. It conveys a message of support and reassurance, emphasizing that life insurance provides a safety net and peace of mind during uncertain times.
How did Softlogic Life approach this project?
Softlogic Life approached the project with utmost care and sensitivity, considering the featured legends as national treasures. The company engaged with the families of the musicians, discussing and understanding their feedback. They express gratitude to the families for their involvement, providing valuable pictures and costume references to ensure an accurate portrayal of the legends.
Who were the agencies behind this effort?
MullenLowe Sri Lanka and LoweTech played crucial roles in conceptualizing and executing the campaign. They conducted extensive research, developed the concept, and trained the deepfake algorithms during post-production. The teams worked tirelessly for over 200 hours to create the final 30-second masterpiece. Through this bold approach, MullenLowe demonstrates its commitment to disrupting marketing communications and opening up new avenues for creative expression.
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