TikTok <\/strong>\u2014\u00a0this f****n\u2019 guy<\/p>\n While TikTok still faces a pending ban in the U.S., Gregori said building content for the short-form video platform flexes \u201ca new muscle\u201d that the brand hasn\u2019t quite figured out. And the team is hesitating to do so because of the pending ban and because the channel creates the need for a specific type of content to be successful \u2014\u00a0\u201cthe way TikTok should be done,\u201d Gregori said. And though TikTok is reportedly building a standalone app<\/a> for the U.S., there\u2019s still too much up in the air to make the channel a must for Nestl\u00e9 Waters content.<\/p>\n \u201cWe are not actively building this content creation up because of the uncertainty on what is going to be the future,\u201d Gregori said. Instead the team, is keeping an eye on what happens \u201cto understand if the race is on or not.\u201d<\/p>\n AI? Fuggedaboutit<\/strong>.<\/p>\n Active in more than 100 markets, Gregori acknowledged that AI is \u201ccritical\u201d to adapting campaigns to be fast and efficient. For this campaign, however, Nestl\u00e9 Waters was flexible enough to storyboard and film material that AI did not infiltrate the creative process. \u201cWhen it comes to pure advertising and craft, we still wanted to have a lot of human touch,\u201d she said, noting that the former Sopranos cast members helped celebrate the Lion win in Cannes.<\/p>\n \u201cThose guys were incredibly fun and there was nothing we could have anticipated with the machine [learning] because it was part of their creative process of being there and playing with these characters,\u201d she said. \u201cIt was like their playground.\u201d<\/p>\n How [you doin\u2019?] to introduce a new brand to crowded shelves<\/strong><\/p>\n \u201cLaunching a new product is tougher than ever,\u201d said Luis Miguel Messianu, co-founder & CCO, MEL, a creative agency, in an email. \u201cCompanies are facing volatile markets, supply chain headaches, fast-changing technology, and rising expectations from consumers who want brands to stand for something real and honest.\u201d<\/p>\n
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