AI seems to be everywhere in today’s world. Nearly 50% of all billboards in San Francisco and 15% of ad space in the New York City transit system are selling some sort of AI product. Unsurprisingly, audiences react negatively to these ads especially if they suggest that they may lead to the elimination of jobs (an idea which seems to be affiliated with AI regardless).

To curb these issues, this campaign focuses on the humans using Profound rather than the product itself. The Next Generation of Marketers highlights a fundamental change in the way we market while emphasizing the continued existence of work. Additionally, references to course offerings from Profound University suggest a commitment to skill building during this era of change.

The visuals focus primarily on working humans while colors, layout, and typography remain simple and elegant. Incorporating UI elements builds brand recognition and bridges the gap between Profound’s visual identity and user experience.

In a society ruled by technology, bringing the focus back towards humans will help build trust and positive sentiments amongst audiences.