IAB

The IAB (Internet Advertising Bureau) wanted to reconnect advertisers and marketers with that lost (but not forgotten) art of playing around more in the digital space. To rediscover the joy of digital.

We decided the best way to do that was through the creation of a new IAB brand ambassador. A literal embodiment of joy and playfulness, built digitally, for digital. And so, with the help of Midjourney (rather fittingly), Joy The Bear was rendered into existence. An amalgamation of playfulness, creativity and fuzzy bears from across the web. An A.I output, from a very human insight, crafted by a digital animator, and a team of equally very human creatives.

Our campaign see’s Joy delivering her message of rediscovery by way of dance, yoga poses and even the occasional DJ set. More than just the pretty face though, we’ve also positioned Joy as one of us; Actively holding the roll of IAB’s Chief Digital Cheerleader on LinkedIn. She’s even done an interview to announce her arrival.