This year, Beko will focus on empowering future generations to live healthier lives – which is only possible by living more sustainably and working towards a healthier planet. All of our actions and every product we use has an impact on nature. With technologies that are more sustainable for the environment, Beko is striving to reduce our carbon footprint, one step at a time.
To deliver this message, a sixty-second consumer advert was created and produced by Seyhan Lee, an artistic development and production company. Its ambition is to strengthen Beko’s brand messaging, communicate the business’s sustainability initiatives and how Beko is incorporating highly advanced technology and supply chain management in its factories around the world.
The video employs Artificial Intelligence to create a feeling of ‘connectedness’. Not only does it represent a stylistic leap for Beko but is also one of the business’s first marketing projects that doesn’t feature any products.
Seyhan Lee crafted tens of thousands of frames from objects like shells, leaves and others natural items, to build a foundation for the AI program to draw from and create its own interpretation of scenes from nature. This resulted in a succession of transitions showing the AI-created images of flowers blooming, seashells, crashing ocean waves and a series of objects morphing into one another, creating a distinctive motion image.
Zeynep Yalım Uzun, Chief Marketing Officer at Arçelik, says, “At Beko, sustainability is at the heart of our business. We wanted to create an impactful film that articulates our vision, whilst provoking thought and engagement. Our ambition was to create a piece of content that engages, encourages, and motivates people to join us on our sustainability journey.”
Speaking about the project, Creative Director, Pinar Seyhan Demirdağ says: “One of most wonderful things about AI Motion Pictures is that AI does not make a distinction between objects, as people do. Humans see and acknowledge themselves as separate from their environment. However, unless you define it, an algorithm sees the overall visual picture. Hence why it can generate imagery in which elements transition into and become each other, which would be impossible for a human imagination.”