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Rembrandt's "new work" revived by AI wins two Cannes Lions awards in the Cyber and Data Creative categories.
Rembrandt's "new work," created 347 years after his death, "The Next Rembrandt," won two Grand Prix awards in both the Cyber and Data Creative categories at Cannes Lions.
According to Adage, ING, a Dutch-based financial services group, collaborated with Delft University of Technology to input data from all 346 of Rembrandt's works into a computer and use artificial intelligence (AI) to create the "most Rembrandt-like" work. All kinds of data, such as the tendencies in the choice of models and the balance of the paintings, were input and analyzed, and a 3D printer was used to faithfully reproduce the brushstrokes, right down to the unevenness of the paint. The project was handled by JWT Amsterdam.
Tash Whittome, CEO of Havas Helia and chair of the Creative Data jury, said, "It transformed data, which is often viewed with suspicion, into something beautiful and comfortable for humans. It is a work that can serve as a guidepost for creativity." The Creative Data category was newly established last year, but it became a topic of conversation because there was no Grand Prix winner. "Sometimes the creative element outweighs the data, and sometimes it's the other way around. This year, we didn't find any work that brought humanity to technology like this one did." This year, two works won the award: "The Next Rembrandt" and the heartwarming animated video "Justino" for the Spanish lottery "Anuncio Loteria de Navidad" (produced by Leo Burnett Madrid).
Chloe Gottlieb, ECD at R/GA U.S. and Cyber jury president, analyzed "The Next Rembrandt": "It didn't start with creativity; data became the source of creativity. The flow from the digital world to the physical world differs from traditional Cyber category winners. It's interesting that it's born from technology while also being a familiar art piece." ING has a history of investing in both art and innovation.
Within the Dentsu Group, Toyota's "OPEN ROAD PROJECT" (Dentsu Inc.) won Silver and two Bronze awards in the Creative Data category, while the Christopher and Dana Reeve Foundation 's "Adaptoys" (360i USA) won Silver in the Cyber category. CANON "PHOTO COACH" (360i USA) won Silver, and Oscar Mayer "Sizzl" (360i USA) won Bronze.
Source: Ad Age
'Next Rembrandt' Proves Data Isn't Scary
ING's 'The Next Rembrandt' and the Spanish National Lottery's 'Justino' Win Cyber Grand Prix
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