After years working on a brand territory focused on closeness to the customer, human attention and quality service, the insurance company Aegon is carrying out a transformation process in its products and services to offer a more personalized and adapted experience. And it is accompanying this evolution with “We live health as you live it”, a new positioning that conveys its vision of health insurance as a service that must be adapted to each person. and which, paradoxically, has been chosen to materialize by resorting to artificial intelligence.

Together with the La Despensa agency, with which the brand has been working for almost a decade; the production company Glassy Films and the Magnific platform, an advertising campaign has been developed that conveys the idea that each person understands and experiences health in a different way. The objective is to communicate Aegon’s holistic vision and its care model adapted to the circumstances and lifestyles of its policyholders.

The result is several pieces, one long and two shorter versions, that reflect different ways of experiencing well-being: from exercise, daily activity to reunion with family and friends after convalescence. A wide variety of characters, locations and situations reinforce the brand’s message about the diversity of perspectives on health and the value of personalization that defines its new brand territory.

The campaign, which was activated on October 13 in digital media, connected television platforms and online media, will expand its dissemination starting November 9 to national outdoor advertising circuits. The images that are part of the graphics have also been generated with artificial intelligence through Magnific, which by bringing together image and video models on the same platform, allows both formats to be worked on within a common environment.

AI to talk about the human

It could be understood as contradictory to resort to the use of artificial intelligence to convey a message so linked to humanity, but the brand defends it would not have been possible without the opportunities that technology provides. “The campaign conveys very well the emotions and closeness that we were looking for, and AI has allowed us to be more effective and increase our capabilities.“, explains Ignacio Robledo, Marketing Director at Aegon Seguros, in conversation with reason.Why.

He assures that the brand’s campaigns were defined by limited resources and budgets, with simple one-day shoots in hospitals and starring, almost always, the same faces. The new medium has allowed them, he says, to gain flexibility and not be conditioned by restrictions on schedules, locations or characters.

In this sense, resorting to artificial intelligence was a question defined by the advertiser himself in the briefing, and is a reflection of his willingness to explore new ways of communicating and his innovative spirit. “The marketing area has always been the company’s innovation hub, and we thought that betting on full production with AI could also serve as motivation for the rest of the organization.”says Robledo.

The bet, which Aegon presents as the first insurance spot for television in Spain with an image generated entirely by AI, is a natural evolution in the brand’s trajectory of experimentation with technology. The marketing team had already used it last year to create spot mockups, and the sophistication of the results offered by AI in recent months has been the trigger.

“AI is now capable of representing emotion and feelings with enormous credibility and generating identifiable, close and deeply human visual universes.“, points out Miguel Olivares, Founding Partner and General Creative Director of La Despensa, to this medium. “Aegon’s strategic change speaks of care, of people who take care of people, and that is what we have worked on behind the tool”.

It refers to a broad and arduous production process in which the creative direction of the director Sonia Ramírez and the differential treatment of the production company have been key to building a new aesthetic reality that aligned with the brand’s message. Glassy Films has developed the project from its in-house department “Glassy AI Studio”, using the Magnific platform for all its generations.

The importance of creative vision

The process, they say, has been very similar to that of a traditional advertising production, since it has involved the detailed definition of characters, as if it were the choice of actors in a casting; as well as costume generation and location design before creating moving images. And after the generation of images and videos, editing, color grading and sound treatment and mixing were carried out in the Glassy Films studio.
Everything has been developed in Spaces, Magnific’s collaborative workspace to work together and dynamically.

In total, according to the production company, thousands of tokens have been used and hundreds of images generated to create up to 26 different characters and more than a dozen locations after painstaking work of iteration and curation. What’s more, they claim that they have discarded up to 80% of the material generated, all with the intention of finding the appropriate aesthetics for Aegon’s objectives.

Furthermore, as if it were a traditional process, Glassy Films has created a making of video, to which reason.Why has had exclusive access, and in which the development of a shoot is emulated. The intention of the piece, explains the producer, is to reinforce the human message of the campaign.

They have also created a series of images of an imagined shoot, with equipment, lights and clapperboard, also generated with AI and identified as such.

Maintain control of the creative process

The team confesses that maintaining creative control and control of the work process was one of the main fears when they proposed the project. “AI can give you a lot of realism, but perhaps not as much control, and this was key for a piece in which emotions are the protagonists.“, commented Yago de la Sotilla, CEO and Founder of Glassy Films, to reason.Why. “Although the tool has been AI, the experience and decisions of the heads of the art or photography departments are still essential”.

They also explain that to retain part of that control they opted to develop all production in Magnific and thus have the support of their team, their suite of tools and functionalities, and their legal coverage and intellectual property protection. The platform ensures that it does not use client work to train models, nor does it share data with other providers, and it has filters and moderation systems to ensure that no character is based on a real person.

“Functionality is essential, but control and security are critical in these types of initiatives“explains Raquel Sabah, Forward Deployed Creative at Magnific Studios, in statements to this medium. “All of this provides peace of mind and comfort to the teams, who know that they are developing their ideas and creative vision on a serious and credible platform.”.

The company considers that the work process around “We live health as you live it” has applied all the good practices necessary to achieve a successful result. What’s more, he is preparing a case study that will serve as inspiration for other Magnific users. “At Aegon, La Despensa and Glassy Films they can be very proud of the result, which is impeccable, but also of the process“Sabah assures.”It is a clear example that no matter how much it has been created with artificial intelligence, the most important thing is human input, vision and professional experience.”.