Round 5 of 8: January 

Sacha Ouimet.

EXECUTIVE Creative Director, KBS+ MONTREAL

I was born and raised in Montreal. I grew up playing hockey in back alleys dreaming of being a Montreal Canadiens; not a very original dream for a kid growing up in Canada. By the age of 14 my dad bought me a computer, I started redesigning the school agenda and making fake ID for my friends: my art director career was started. Even tough my career as an “art director” was blooming I decided to do a Bachelor degree in Graphic Design at the University of Quebec in Montreal and I got the opportunity to spend some time abroad in Paris at ESAG Penninghan a “grande école” as they told me.

In 2006, I joined McCann in Montreal and after a short period I switched for Cossette where I spend 7 years working on Molson, McDonald’s, BMO Harris Bank and Société des Casinos du Québec.

In 2014, I became ECD at KBS+ Montreal leading the creative department.

So I stopped doing fake ID for my friends, although it was a good way to make lunch money, and I traded my hockey stick for a triathlon bike and very tight clothes.

Brief: "AI"

Will Artificial Intelligence (AI) destroy the human civilisation?

"The development of full artificial intelligence could spell the end of the human race. It would take off on its own, and re-design itself at an ever-increasing rate," -Stephan Hawking

AI Issues

Since the arrival of AI, many things have evolved, for example in the medical, military, automotive, spatial industries. One can easily debate pros and cons concerning AI.

Recently, many scientists stated that the arrival of AI would bring the end to human kind.

Stephan Hawking Articles:

• http://www.bbc.co.uk/news/technology-30290540
• http://www.independent.co.uk/news/science/stephen-hawking-right-about-dangers-of-ai-but-for-the-wrong-reasons-says-eminent-computer-expert-9908450.html

Elon Musk

• http://www.theguardian.com/technology/2014/oct/27/elon-musk-artificial-intelligence-ai-biggest-existential-threat

The assignment (campaign):

First, take position: either pro AI or con AI and briefly explain why.

Then, create a campaign to promote your position.

Whatever you find suitable to promote your point of view - short film, print, web, apps. You don’t need to create everything, just create what will best promote your good idea.

Your campaign will be judged on:

• how your idea fit and support your position on AI (pro or con)
• the quality of the insight and how convincing it is
• overall originality and creativity

Brief Deadline: Midnight (Pacific Daylight Time) January 31st 2015