At Google’s annual Creative Lighthouse event, held during the International Festival of Creativity Cannes Lionsan unprecedented initiative has emerged. Will fallin collaboration with Google And PODSlaunched a bold campaign leveraging Gemini AI to create an “impossible” ad that redefines the creative process.

The Tombras and PODS Creative Challenge

Tombras, an agency known for its innovation, has partnered with PODS, a leader in the moving and storage industry, to create a new type of advertising medium. The latter made it possible to transform PODS containers into a smart billboard. This revolutionary device generates advertisements in real time, taking into account various factors:

• Geographic location
• Weather report
• Time of day
• Neighborhood specific data

All of these elements are orchestrated through the advanced capabilities of Gemini AI, making advertising messages more relevant and engaging.

Creation of the Creative Brief Builder

To begin this innovative project, Tombras developed a Creative Brief Builder personalized with the help of Gemini. This tool simplifies the briefing process and condenses work that would traditionally take several days into a few hours. It brings together essential elements such as:

• Transcriptions
• Brand documentation
• Podcast Videos
• More than 10,000 Google reviews
• Project Briefing Details

By integrating this information, Gemini was able to understand the unique value proposition of PODS and the appeal it generates among customers.

Real-Time Generation of Advertising Titles

Once the tone and consumer data were established, Gemini was tasked with generating suitable headlines. According to Avi Baligacommunications director of Tombras NY, “From the start, it was clear that Gemini was up to the task. » So the team decided to explore localized lines for each neighborhood in New York City.

To make this headline generation efficient and fast, Tombras used Google Cloud Vertex AI, with the help of Gemini 1.5 Pro. This enabled the development of an application capable of displaying hyperlocal titles based on the GPS location of PODS containers.

To illustrate this innovation, a PODS moving truck was equipped with LED screens, displaying these dynamic messages. When the truck passed through different neighborhoods, the billboard updated in real time, presenting more than 6,000 targeted titles.

A New Era for Outdoor Advertising

With this initiative, Tombras and PODS are paving the way for a new era in outdoor advertising. Using AI to generate advertising content tailored to various contexts highlights the growing importance of personalization in modern marketing.

This project marks a significant turning point, where human creativity combines with the capabilities of artificial intelligence. The results promise not only to improve the effectiveness of advertising campaigns, but also to transform the way brands communicate with their audiences.