Sage has launched a new “Authentic Intelligence” campaign to spotlight Sage Copilot, a powerful AI tool built specifically for small and medium-sized businesses and accountants in the UK. A mark of bold intentions and category leadership in the rapidly evolving world of AI. Through this campaign, Sage is opposed to the way that most people today experience AI. Generic, impersonal, and one size fits. Sage AI is more than artificial. It is built on over 40 years of expert domain knowledge and is shaped by real customer insights.
Created by VCCP, The Feart of the Creative Idea is a bold mixed media visual featuring 74 unique 3D letters. This is inspired by the tools and textures of authentic British companies such as merchants, cafe owners, beauty influencers and more. The campaign goes beyond digital, press, radio, paid social, podcast sponsorship and influencer channels across the UK from July 22nd to September 21st. The campaign's purpose is to not only show how Sage Copilot meets the needs of timeless business owners, but also build trust and relevance for AI.
The campaign was produced in collaboration with artists Sean Freeman and Eve Steben. This is a full-service studio specializing in art direction, typography, illustration and photography, and was realized by VCCP's Global Content Creation Studio Girl & Bear. The campaign topic focuses on AI, but Sage chose to work with Sean & Eve to create authentic images rooted in realistic objects and textures from the real world of small businesses. To achieve typography, Sean & Eve uses a mixed media approach to help you build text by combining actual objects and texture photos. Actual business owners also work to add reliability and relevance, even radio execution.
Richard Moloney, senior director of Sage's brand strategy and creative, said, “Sage's co-pilot is built at the heart of authentic business knowledge and experience. “Authentic intelligence” captures its essence perfectly. It is a powerful message that shows that you understand the unique pressures your customers face and have built a solution to meet those needs head-on. ”
Matt Lloyd, VCCP's Deputy Executive Creative Director, said: “This campaign wanted to create something that felt unmistakably created by a real business, so all the visual elements, all the materials used, were inspired by the tools of trade, which was made by human hands.
VCCP's digital experience agency Bernadette led the digital experience, and the media plans were handled by Dentsu.
