Oh, AI and your weird hype train chugging along. Sure, we’re not Luddites, but we want to see things that make us pause and think, “How did they do that?” Klick Health may be the 2024 winner for using AI for something genuine and meaningful.
Every holiday season, Klick delivers a video that stirs hearts. This year, the agency’s project, centered on “virtual hugs,” has sparked conversations about the intersection of technology and human connection. And it starts with the basics.
“You want people to feel something,” said Rich Levy, Klick’s Chief Creative Officer, reflecting on the core of their creative approach. “You want people to laugh, cry, engage. The worst thing is indifference.” For this year’s holiday video, the team aimed to bridge the emotional gap experienced by those separated from the agency’s loved ones, using the power of AI to make virtual connections unexpectedly tangible.
The idea originated in a brainstorming session during which team members shared personal stories. “One of our colleagues mentioned not seeing their family for four years because they lived in another country,” Levy recalled. Someone else said, ‘I just want to reach through the screen and hug them.’ That sentiment became our inspiration.” Klick even put together a tutorial to show people how to create the perfect AI hug.
Klick conducted a survey with Maru/Blue to understand the depth of this longing. The findings were staggering: 74% of respondents in the U.S. and Canada anticipated being apart from someone they loved during the holidays. This insight validated their direction. “When you see numbers like that, you realize you’re onto something that’s not just creative but deeply meaningful,” Levy explained.
The execution of the idea involved AI in a way that felt fresh and impactful. “This is where AI worked as it should,” Levy emphasized. “It propelled the idea forward instead of being a mere trick.” The team asked agency members to submit photos and stories of loved ones they’d miss, assembling a database of heartfelt narratives. Using this, they crafted “virtual hugs,” enabling people to feel a digital embrace.
To add an emotional crescendo, Klick surprised four participants by flying their loved ones to Toronto for in-person reunions. The reactions captured in the film were raw and beautiful.
“They had no idea. One participant’s sibling flew in from Brazil, another from Virginia,” Levy shared. “It was hard to keep those surprises under wraps, but the payoff was incredible.”
The campaign wasn’t just about storytelling; it had a mission. The project raised funds for the Center for Inclusion, perfectly aligning with its goal of fostering human connection. Levy noted, “Their mission and ours intersected beautifully. It’s all about bringing people together in meaningful ways.”
For Levy, the project rekindled his sense of wonder about the advertising industry. “I love things that are familiar but different,” he said. “This campaign reminded me why I fell in love with this work. It’s about creating something that’s groundbreaking yet heartfelt.”
What’s the encore? According to Levy, planning for next year’s holiday video has already begun. “We’ve got a concept that’s going to take a year to produce. No one wants to admit it, but we’ll probably start in January,” he said with a laugh.
With this year’s campaign, the bar may be set for blending innovation with emotion, proving that heartfelt connections remain the ultimate goal even in a crass tech-driven world.
Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
