Andy Warhol made the Campbell’s soup can famous. Zulu Alpha Kilo wondered what if other legendary masters had been inspired by the can? So the agency used AI to find out.
The campaign, Campbell’s pAIntings, for Campbell Company of Canada aims to modernise the brand’s classic red and white condensed soup can and reconnect Campbell’s with creativity.
As part of the campaign, Campbell is transforming its Instagram page @campbellcanada into a virtual gallery featuring over a dozen reimagined artistic AI outputs. The artwork will also pop up on transit shelters.
“Campbell’s soup is a brand grounded in a great deal of tradition,” stated Mackenzie Davison, VP of marketing at Campbell Company of Canada, “but it’s equally important to evolve and engage with modern trends to continue to stay relevant today and for years to come. Campbell’s pAIntings immediately drew us in as a way to tap into today’s culture that stays true to the brand’s history.”
“This was an exciting project because there was no way for us to know exactly what the output would look like. AI prompts are a bit of an art unto themselves,” added Brian Murray, chief creative officer at Zulu Alpha Kilo. “Also, to keep the experiment pure, Campbell’s asked us not to retouch the art in any way, even leaving in any typos on the cans’ labels.”
Credits
Client: Campbell Company of Canada
Client Team: Mackenzie Davison, Nadia Giannantonio, Kristen Knox, Alan Shaw, Anabela Lanes, Leah Anderson
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director – Art Director: Michael Romaniuk
Associate Creative Director – Writer: Marco Buchar
Senior Designer: Ana-Marija Matic
Account Team: Alyssa Guttman, Natalie Doyle
Executive Director, Comms Planning & Technology: Sean Bell
Executive Strategy Officer: Heather Segal
Strategy Team: Elyssa Seidman, Aurora Stewart de Peña, Kiana Ohori
Agency Producers: Ola Stodulska, Steven Czikk
Media Agency: Spark Foundry
Media Team: Christina Falconer, Doyeon Kim, Varun Oza
Public Relations: spPR Inc.
PR Team: Sonia Prashar, Aileen O’Sullivan, Nikita Shivdasani
Post-Production Company: Zulubot
Post-Production Producer: Lena Hamady, Sarah Dayus
Editor: Oren Michaels
Online Company: Zulubot
Online Artists: Oren Michaels
Online Producer: Lena Hamady
Audio House: Zulubot
Mixing Engineer: Oren Michaels
Studio: Zulubot
Production Artists: Mila Lukezich, Aron Harris
Studio Manager: Sandra Noto, Henry Eugenio
