LAB31

It’s that time of year again! Case study season is upon us. Creatives around the world are playing pageant mom, gussying up their advertising babies and hoping they’ll win over an audience of judges.

And sure, winning a big, gold, animal-shaped award is a huge flex.

But you know what’s an even bigger flex? A campaign so memorable it made it into the knowledge banks of the human collective.

Introducing Flex or Flop, a whole new way for tender creatives to prostrate themselves before the altar of external validation. (You’re welcome!)

Try This GPT (requires a ChatGPT+ subscription)

All you have to do is share the brand and the name of the campaign. If GPT has heard of it, you get some effusive compliments and a shiny “GPT KNOWS MY CAMPAIGN” trophy.

If GPT hasn’t heard of your campaign, it will tell you about an amazing campaign it DOES know about and then give you a sad little participation trophy. (In this world of AI abundance, nobody goes home empty-handed!!!)

But just like award shows, it’s not always the most deserving campaigns that get deemed a flex.

For a demonstration (that doesn’t call out any national brands because we love all of our clients and they are all flexes in our book), here’s the test Jenny ran on two of her favorite campaigns for a local non-profit.

SPENT, (aka “the idea Jenny would most like to be remembered for when she dies”) was awarded widely, covered in The New York Times, and featured in dozens of academic journals. But to GPT? It’s a flop.

One the other hand, “Names for Change”, which is also an amazing feat of creativity (because Jenny loves all of her beautiful babies), but didn’t get nearly the attention or the metal? GPT was like YEAH BABY LET’S FLEX!!!!

Allister’s SXSWestworld experiential activation was also deemed a FLEX by GPT.

(Forgive us for indulging in the AI-enabled version of making you look at pictures of our babies. We’d say we’re sorry, but we’re not.)

Give it a try. And, no matter what GPT says, remember: The real treasure of a creative career are the ideas you have along the way.