The world lacks love: right-wing extremist positions are gaining popularity, xenophobic slogans are shouted to pop songs in clubs and at festivals and the gender gap in the labor market is still just under 40 percent*. Together with content studio 27km, the dating app Parship is now throws a glance into a fairer and more colorful world – and is relying on generative AI.
For Cupid, the Roman god of love, it’s not easy anymore: In “Lovetopia”, he is confronted with the challenges of our time, but that doesn’t stop him from doing his best to transform our world into an optimistic utopia. On behalf of Parship, he invites us to travel through a world where charity, equality and inclusion reign supreme. As the initiator of the “healthy dating” movement, the essence of which is appreciation and authenticity, the dating app wants to use “Lovetopia” to encourage a positive approach to the challenges facing our society: Strengthening LGBTQIA+ rights, promoting gender equality, cultivating a welcoming culture. In short: standing up together for more love in the world. “Lovetopia” uses progressive technology to convey strong messages in strong images.
Making targeted use of the potential of artificial intelligence
“Lovetopia” is a largely AI-generated world. With their development and implementation of the campaign, Parship and 27km show how artificial intelligence – hand in hand with human expertise – can take creativity and productivity to a new level.
“Bringing people and technology together in a meaningful way is particularly exciting for us. Parship stands for ‘Healthy Dating’ and the needs of singles are our priority. Artificial intelligence can support us, be it to improve the dating experience in our app or to convey messages and values in a targeted way with our campaigns. With ‘Lovetopia’, AI has enabled us to create a new, utopian world in which love rules – a world that unfortunately doesn’t (yet) exist, but which will hopefully inspire some people to be more human.”
Anna-Lena Twesten, Head of Brand Strategy Parship Group
Behind the scenes of “Lovetopia”
The idea for “Lovetopia” was developed together with the Google Creative Works team. The accompanying video was produced in collaboration with director Annegret von Feiertag and the AI department of 27km. The scenes with Amor actor Abdulmoumen Ali were shot in Dock11’s green screen studio in Hamburg. In addition, all video content and the visual look & feel were generated and/or stylized with the help of artificial intelligence.
“For ‘Lovetopia’, we worked closely with Parship to optimize the concept for the possibilities and strengths of artificial intelligence as part of an AI workshop. Our previous experience with AI projects helped us to develop a pipeline that combines efficiency and creativity. Without AI and our scalable workflow, such an implementation would not have been possible under the given conditions. It was impressive to see how the creative energy of everyone involved was brought to life by the possibilities offered by AI. Once again, artificial intelligence and human creativity were the perfect match.”
Malte Schlieker, Head of Post Production 27km
To produce the music, composer David Stoltzenberg used AI-generated stems, among other things, to integrate them into the composition. This enabled the balancing act between efficiency and quality. The Cupid actor from “Lovetopia” also took part as a singer.
The campaign can now be seen across Germany on YouTube and social media, on digital out-of-home spaces and on TV and is supported by a number of creators.
Still not enough of “Lovetopia”? On August 3, 2024, Parship will take part in Christopher Street Day in Hamburg together with Welcoming Out. Welcoming Out is an initiative that invites people to show their openness and acceptance towards queer people. It is supported by Parship in an ongoing partnership.
*Source: Gender Pay Gap – Federal Statistical Office (destatis.de)
Picture credits:
©Parship