# 51

Tab City | Google Saves Tasmanian Kelp | Dove Flies Away From AI

❤️ What We Liked

Bluey is always in the headlines for doing something groundbreaking. Not only is Bluey Australia’s most successful TV show, but it has beloved audiences across the globe.

Last week Bluey aired its first half-hour episode. And in the lead-up to its release, they put on a marketing showcase. Slowly they released details on this episode. Including its length, a new character coming back and that the episode would feature a wedding.

But then what Bluey did next was truly insane! In the episode, it’s revealed that the Bluey family are selling their iconic Brisbane home. Plus, the Bluey team teamed up and collaborated with Domain Real Estate which had a real listing for the animated home, as well as a number you could call to inquire.

All this was just iconic behaviour from the Bluey team and inspired us at Content Smith to think outside of the box when it comes to our creative strategy.

📌 What We Saved

Manny, our senior creative manager, found this website while doing research for a new client. Everyone at Content Smith fell in love with it.

The website is a portfolio for a creative developer in Paris. Bruno plays into his brand by programming the mouse into a car you drive around, making the site feel like a video game.

Not only is it extremely eye-catching and interactive, but it’s also a clever way to show visitors (and potential clients) how far you can push and execute your creative ideas.

📮 What We Shared

Dove's recent pledge to refrain from employing AI in its communications has sparked discussions among marketers about the role of AI and brand integrity. As AI advances, should marketers decide whether or not the use of AI aligns with a brand's ethos?

Dove's decision is abreast with its longstanding commitment to authentic beauty, echoing its stance against photoshopping in advertising. By opting out of AI, Dove reaffirms its dedication to celebrating real beauty. At Content Smith, we think it’s pretty radical and bold what Dove is doing, and are glad they're sticking to their guns.

The move prompts reflection on how brands uphold authenticity in an evolving digital landscape, with implications for consumer trust and connection.