The challenge

Every tech consultancy worth its salt published a report on Generative AI in 2024. A deluge of literature that seemed to mystify GenAI into a sterile topic for the tech elite. The content was predictable, the tone cold and technical. Capgemini’s own annual TechnoVision report was at risk of drowning in a sea of sameness. 

If Capgemini wanted to get noticed by the CIOs and IT leaders of the world, they needed TechnoVision to have a visual identity that was immediately arresting and distinct. 

The insight

The theme of 2024’s TechnoVision was Prompt the Future, alluding to the impact of Gen AI on the wider tech landscape and how the way we interact with technology is changing.

Rather than getting swept up in futuristic furore, we did what we Roosters do best. We took a step back and thought about what this means in a human sense. 

What’s truly exciting about GenAI is how it will inspire people to think differently. In a world of prompts and instantaneous GenAI creation, the world becomes a playground of possibility and imagination. Sparking the ideas that make millions; the innovations that will give leaders the competitive edge they crave. 

We looked to capture this moment, this leap of imagination, and bring it to life visually, while being able to flex it across the many different topics and technologies explored in the report. 

The creative idea

For this campaign, there are just three elements. We have a prompt box, an image, and a graffiti overlay. Here’s how it works.

• A GenAI-style prompt box: Instantly familiar but never explained. It shows the tech without having to shout “AI!” at you.
• Image: Represents the industry, technology or business situation
• Graffiti overlay: Roughly daubed onto the image, this symbolises the leap of thinking that was inspired by GenAI. 

The graffiti is the stand-out visual idea that truly brings the campaign to life. While GenAI is systematic and algorithmic, the human element is less predictable. Human nature is rebellious – testing boundaries, challenging norms and breaking barriers. 

And as leaders increasingly agree that the role of AI is to augment human capability and not replace it, we wanted to make this human ingenuity the hero of the campaign.

The activation 

In the Capgemini world of 2024, you couldn’t move for graffiti. 

• Hero TechnoVision report visual identity
• Supporting social ads
• ABM campaigns
• Video content
• Landing pages
• Industry-specific playbooks
• Event materials
• GenAI-enabled assistant to interactively digest the report
• Interactive playing cards and boxes for sales meetings

Internally, the graffiti became a rallying brand ident that symbolised a new, bolder direction for Capgemini visually that felt aligned with their constant drive for innovation. 

The impact

External: 

• Engaged 204 CxOs and Heads of Businesses
• Active social engagement from 46 senior decision-makers
• 100 PACE (top) clients on TechnoVision webpage
• Positive feedback from our network of CTOs and innovation centers 

Internal: 

• 60 NPS (as measured at launch event)
• 8,333 learning hours 

Testimonial

“Our brand promise that we offer to our clients is ‘Get The Future You Want’ and I am so proud to see a campaign that reflects this idea so authentically and creatively with the concept of ‘Prompt the Future’.” 

Virginie Regis, Group Marketing and Communication Director, Capgemini