'Nice Try AI' Campaign - Writers Guild of Canada

The 'Nice Try AI' Campaign for The Writers Guild of Canada (WCG)
Pointman News Creation was engaged to create a bold-earned media campaign for Canadian news media to promote the Association's core message of 'Writers, not Robots,' - that Canadian human writers can not be replaced by Artificial intelligence.

The campaign involved feeding famous Canadian TV and movie lines—from Degrassi Jr. High, Schitt’s Creek, and Kim’s Convenience—into AI and asking it to "improve" them. The results were hilariously bad, reinforcing the message that productions need human and Canadian writers to create quality content for example:

Degrassi High/The Zit Remedy
Original line “Everybody wants something they’ll never give up. Everybody wants something, that’ll take your monay and never give up!”
AI 'Improvement': “Everybody craves something they’ll never let go of. Everybody wants something, that’ll take your money and never relent!”

Schitt’s Creek
Original Line: “David, stop acting like a disgruntled pelican!”
AI 'Improvement' “David, cut it out with the pelican tantrums!”

Kids in The Hall
Original Line: “I’m crushing your head”
AI 'Improvement' “Prepare for a head crunch"

The campaign scored 95 MEDIA HITS nationally and in major markets across Canada, including CBC Radio One (Nationally), CBC.ca, CBC ‘Commotion’ pop culture show, CFRB (Toronto), CJAD (Montreal), Moore in the Morning radio show, and VOCM NL and many many more.