Team
Strategy: Jan Blazek
Creative Direction: Tomas Nedved
Art Direction: Milan Nguyen
Digital Design and Development: Adrian Gubrica
Project Management (agency): Katka Bednarikova
Project Management (client): Petra Balga
Challenge
JINAG, the South Moravian Agency for Public Innovation, prioritises innovation in public administration and local community development. The agency designs and implements successful solutions from both Czech and international sources to address regional challenges. By fostering communication and collaboration among municipalities, institutions, and businesses, JINAG aims to implement projects that enhance environmental sustainability, energy efficiency, mobility, and social services.
At the beginning of a multi-month collaboration in communication strategy and design, JINAG approached us with an unusual assignment: To create an annual report unlike any other.
And so we did.
Concept
When the annual report began to take shape in May 2023, AI had only been in the mainstream for about six months, and many marketers and agencies were still getting to grips with the technology. We decided to make the most of this technology and build the annual report on AI.
So we developed the AI-based chatbot JINAGPT, a product similar to ChatGPT.
With the JINAGPT chatbot, it was possible to discuss JINAG and its achievements as if you were conversing with a real person. This solution both presented JINAG as an innovator and fulfilled the agency’s deliverables.
Although, as part of our sustainability efforts, we tried to convince the client that there was no need to produce a printed version of the report, a printed version was still produced. In it, we took the AI theme even further — the report’s foreword was conceived as a dialogue between humans (“So, you won’t exterminate humanity, right? Can you promise me that?”) and AI (“As an AI, I have no influence over the fate of humanity, and therefore, I cannot make any promises regarding its future.”). And yes, it gave us the creeps.
Visually, the well-known landmarks of the South Moravian Region were futuristically transformed using Midjourney, with specific prompts included in the printed annual report as part of public education.
Result
JINAG’s AI annual report project was our second experience with AI, following our collaboration with the European foreign-language e-bookstore Libristo, and it’s fascinating to see how the technology is evolving. AI is significantly more advanced today (August 2024) than it was when we started planning the project in May 2022, and, for example, the visuals used in the annual report could have been created significantly better by AI today. However, the client was extremely happy with the result, and the report also garnered praise among other stakeholders.
