Campbell’s Company of Canada is making waves in the art world with its groundbreaking marketing campaign titled ‘pAIntings,’ aimed at modernizing its iconic red and white condensed soup can through the power of artificial intelligence (AI). By leveraging generative AI technology, the beloved soup brand is embarking on a journey to reimagine its iconic artwork in various artistic styles, bringing a fresh perspective to its longstanding visual identity.
Embracing Tradition and Innovation
For decades, Campbell’s has not only been a household name in the food industry but also a source of inspiration for artists worldwide. The brand’s distinctive red and white soup can has served as a canvas for creativity, symbolizing both tradition and innovation. With the ‘pAIntings’ campaign, Campbell’s aims to reconnect with its artistic roots while embracing the latest advancements in technology.
A Virtual Gallery Experience
As part of the campaign, Campbell’s is transforming its Instagram page (@campbellcanada) into a virtual gallery, showcasing over a dozen AI-generated artworks inspired by the iconic soup can. Each piece of art represents a unique interpretation of the brand’s visual identity, exploring diverse artistic styles and techniques. From classic to contemporary, the artworks promise to surprise and delight consumers and art enthusiasts alike.
Bringing AI to the Forefront
Mackenzie Davison, VP of Marketing at Campbell Company of Canada, emphasizes the brand’s commitment to both tradition and innovation. “Campbell’s soup is rooted in tradition, but it’s equally important to evolve and engage with modern trends,” says Davison. “The ‘pAIntings’ campaign allows us to tap into today’s culture while staying true to our brand’s heritage.”
The Creative Process
The development of Campbell’s ‘pAIntings’ campaign was a collaborative effort between the brand and its agency partner, Zulu Alpha Kilo. Brian Murray, Chief Creative Officer at Zulu Alpha Kilo, reflects on the excitement of working with AI technology. “There was no way for us to know exactly what the output would look like,” says Murray. “AI prompts are a bit of an art unto themselves.”
Pure Experimentation
One of the unique aspects of the campaign is Campbell’s decision not to retouch the AI-generated artwork in any way, preserving the authenticity of the creative process. Even typos on the cans’ labels were left untouched, adding to the raw and unfiltered nature of the artworks.
Collaborative Partnerships
Campbell’s ‘pAIntings’ campaign was brought to life through collaboration with various partners. Spark Foundry provided support for paid media, while spPR handled PR outreach and earned media opportunities, amplifying the campaign’s reach and impact.
Conclusion: Redefining Art and Innovation
With its ‘pAIntings’ campaign, Campbell’s Company of Canada is redefining the intersection of art and innovation. By harnessing the power of AI, the brand is not only refreshing its visual identity but also sparking creativity and engaging with audiences in new and exciting ways. As the campaign unfolds, Campbell’s continues to inspire and captivate with its blend of tradition, technology, and artistic expression.
