To drive deeper engagement with football fans, Snickers launched the Own Goal creative platform ahead of ‘The big tournament of 2024’ - reminding hungry fans to satisfy their hunger if they want to avoid making embarrassing mistakes.
But we knew hungry fans wouldn’t really listen to a brand. They would however, listen to one of the most iconic coaching legends of all time; José Mourinho - especially if he recorded and shared a personalised video message for mistake making friends in closed social groups as banter.
So we created the first authorised celebrity deep fake that fans could control. Sounds like we were asking for trouble, but by building a rigorous bespoke AI architecture that combined 3 AI engines and was trained on all of Jose’s post match interviews - a brand and talent safe AI version of José was born as a Web App and a first of its kind WhatsApp bot.
