The ChatGPT Billboard

Artificial intelligence is turning the workplace upside down, raising a lot of questions and causing just as much stress. However, some jobs are more protected than others, such as those in construction and technical fields. Jobs that are often manual or physical and difficult to replace. Impact, the recruitment agency for the construction and technical sectors, wanted to repeat how essential these jobs are.

How can you become a genuine conversation starter with a small budget? By ‘hacking’ the topic that’s on everyone’s mind with a giant poster that cleverly interacts with a building under construction, challenging artificial intelligence to finish the job. A task that can obviously only be executed by real, irreplaceable workers. And a message that captured the imagination, resonated with everyone, was spontaneously shared, and even became a meme.

As soon as it was put up, the poster was photographed by passers-by, posted on the internet and, in just 2 days, spread like wildfire around the world. Over 150 million impressions in China, India, the United States and Latin America. A truly viral campaign carrying a message that makes you smile and think at the same time. Mission accomplished.