PARCO Group Blog

2024/03/07

HAPPY HOLIDAYS Advertising received the Excellence Prize at AMD Awards

PARCO's HAPPY HOLIDAYS campaign-an ad that spurred the 2023 holiday season-used image-generating AI to create graphics, movies, narratives, and music-from people to backgrounds, all in generative AI, without taking pictures of the actual people. It is also a challenging experiment in which we teamed up with top-level AI creators to quickly adopt the most advanced techniques.


The PARCO HAPPY HOLIDAYS 2023 generation AI advertising was recognized for its "pursuing creativity," which is the essence of PARCO advertising, while utilizing the most advanced image-generation AI, and won the Excellence Award, the annual content award, at the Digital Content of the Year '23 / 29th AMD Award sponsored by the Digital Media Society (AMD) (sponsored by the Ministry of Internal Affairs and Communications).
In addition to our content, 9 content items that were a big hit in 2023, such as the TV series VIVANT and THE FIRST SLAM DUNK, Pokémon Sleep, and the animated series OSHI NO KO, won the Excellence Awards.


AMD Award is an award established by AMD that focuses on and honors the most advanced digital content released or released in the last year.


We received the following reasons for the award.
Graphics and movies for PARCO's holiday ads, created using image-generating AI. The actual people were not photographed, but the people and backgrounds were composed of prompts, and all the voiceovers and music were created using generative AI. PARCO, which has a track record in advertising campaigns that have discovered and appointed top creators in Japan and overseas, feels a great challenge in appointing cutting-edge "technology" as its next partner. In recent years, the use of generative AI has been rapidly advancing in the field of advertising production. Today, however, efforts to efficiently create large amounts of advertising are the mainstream, and this case of pursuing the quality of creativity through co-creation between humans and AI is noteworthy.


This award can be said to be in recognition of PARCO's advertising DNA, which has been working hand in hand with creators since its establishment in 1969 to pursue creativity and reflect the context of the times. Taking over this DNA, we were among the first to adopt an unprecedented new technique called image-generating AI to create HAPPYHOLIDAYS ads. PARCO will continue to propose new advertising that can only be expressed in that era.


*Genetic AI(Generative AI) is a AI that generates and synthesizes data. It is a part of machine-learning.
New data can be generated based on input data, for example, in a number of different media formats, such as text, images, audio, and video.
Generation AI are used in a variety of areas, including automatic data generation, support for creative tasks, anomalies detection, and discovery of new ideas.

Award ceremony held at the Imperial Hotel on March 5
Award ceremony held at the Imperial Hotel on March 5

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