AI GETS A REALITY CHECK

In a business landscape saturated with buzzwords and faceless algorithms, a loveable, malfunctioning cardboard robot is doing something AI hasn’t quite managed yet, winning hearts.

Meet Gary and Bob. Two London office workers, both using AI. Gary’s version is a DIY-style take on AI, complete with ducting for arms, spray-painted body and flashing LED eyes. Bob’s AI is more like the Digital Twin we all dream of having. This unlikely ensemble are at the heart of a surprising new awareness campaign from Nordic IT powerhouse Advania. A campaign designed not to sell software, but to start a very human conversation about artificial intelligence.

And it’s working.

From Stockholm to the Square Mile

Advania, one of the largest IT firms in the Nordics, has grown rapidly across Europe and is now expanding its footprint in the UK. With offices in six countries and an ever-growing client base, the company wanted to introduce itself to the UK market with a campaign that cut through, particularly within the finance and insurance sectors around London’s Liverpool Street.

But there was a challenge: despite AI’s increasing presence in the workplace tools, UK adoption remains cautious, particularly in traditional industries. While boardrooms might be buzzing with potential, the front-line user is often left frustrated, unsure, or simply unimpressed.

That’s where Gary and his robot come in.

Robots have feelings too

Instead of showcasing futuristic dashboards or rattling off performance stats, the campaign took a different path, one paved with nostalgia, humour and a healthy dose of irony.

Drawing inspiration from retro-futurist pop culture (think The Jetsons or Lost in Space) and the handmade charm of the indie film Brian and Charles, the creative team built The Robot from scratch: cardboard boxes, silver spray paint, ducting, and a bit of LED wizardry. He’s the physical embodiment of bad AI; clunky, confused and ultimately not very helpful.

But Gary and his robot aren’t just a punchline, they’re relatable, they’re a symbol of the solutions that don’t quite work, the system that never quite syncs. The AI that was supposed to make life easier but somehow made it worse.

And in contrast? Bob and his digital twin, glide in to show us what AI should be, smart, intuitive and effective. Together, the amusing ensemble form a narrative that acknowledges workplace frustration while gently positioning Advania as the fix.

Billboards, bots and belly laughs

While the campaign was built around a central video narrative, it quickly expanded into a wider activation. Out-of-home ads popped up around Liverpool Street Station and along the Elizabeth Line, catching the attention of London’s financial district. On social media, Gary and Bob became instant conversation starters. And at live events? The Robot made actual appearances, happily posing for selfies with intrigued attendees.

A series of tailored nurture emails, landing pages and paid digital ads helped carry the message further, using Account-Based Marketing (ABM) tactics to target decision-makers in insurance and finance with messages that struck the right balance of humour and relevance.