The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
No Click, No Prompt
Agency Dentsu Creative Brasil / Sao Paulo + Canon Brasil / Sao Paulo + Blend Audio / Sao Paulo + Take 2 / Sao Paulo
Category
Low Budget
Annual ID
OS25_FI095M
Background
We had a clear brief in our hands: to drive interest in photography to increase Black Friday sales. But in a world where AI now produces stunningly perfect images, how could we emphasise the value of Canon cameras? As AI users, we knew the answer was in the prompts themselves: prompts rooted in real references produce more powerful, authentic images. This insight shaped the campaign, highlighting the importance of the human eye in enhancing and directing technology. The prompts were developed in close collaboration between art directors and copywriters; the art directors described what they envisioned, while the writers refined the wording. It was a process of trial and error, and the final prompts in the films and ads are exactly the ones used in Midjourney to generate the images. The campaign exalts the photography of Benjamin Abrahão Botto, Tina Modotti and Lewis Wickes Hine, and shows how these real world references are what shape creative ideas - and are vital for working with generative AI technologies.
Creative Idea
By 2025, 90% of all online content will be produced by AI (Source: Europol Innovation Lab Observatory). So in the AI era, what's the value of a Canon Camera? Our idea was simple: to prove that only the prompts rooted in real references and inspirations produce powerful and authentic images - highlighting the importance of the human eye in enhancing and directing technology. After testing prompts that detailed the visual style of three of the most important photographers in the world, we found out that our point of view was real: the perfect images were only generated after we mentioned the photographers. Then, we created films, posters and contents revealing all this prompts to the world.
Insights & Strategy
By 2025, 90% of all online content will be produced by AI (Source: Europol Innovation Lab Observatory). As a photography rooted brand, that raised a serious concern for us: in an AI era, what's the value of a Canon Camera? Our strategy consisted in answering this question by proving, using the prompts themselves, that the most accurate codes are created from human descriptions, based on real clicks, references, and the unique gaze of photographers and artists-something only a camera can capture.
Execution
The prompts we used in the campaign were developed in close collaboration between art directors and copywriters; the art directors described what they envisioned, while the writers refined the wording. It was a process of trial and error, and the final prompts in the films and ads are exactly the ones used in Midjourney to generate the images. The campaign exalts the photography of Benjamin Abrahão Botto, Tina Modotti and Lewis Wickes Hine, and shows how these real world references are what shape creative ideas - and are vital for working with generative AI technologies.
Results
Results
158M total views
20M comments on social
14M earned media
158M total views
20M comments on social
14M earned media
2025 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Brasil / Sao Paulo
Client
Daniela Mayeta
Leonardo Silva
Client / Brand
Canon Brasil / São Paulo
Production Company
Take 2 / Sao Paulo
Music / Sound Production Company
Blend Audio / São Paulo
Art Director
Elis Franceschi
Pedro Salviano
Chief Creative Officer
Ricardo Dolla
Creative Director
Ariane Dias
Executive Creative Director
Pedro Reis
Kojiro Tanoue
Producer
Patricia Oliveira
Executive Producer
Juliana D'Antino
Edu Bernardo
Lud Stempniewski
Account Executive
Denis Vedan
Audio Director
Renan Corso
Chief Executive Officer
Tiago Vargas
Content Manager
Viviane Fröhlich
Content Producer
Gabriella Cunha
Natalia Chisti
Media Manager
Edgard Tavares
Fernando Garcia
Media VP
Viviana Maurman
Music director
Flavio Marchesin
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