Oscar, UK

Oscar, The Making Of

This AI for Good initiative addresses Gen Z's mental health challenges in the digital age, highlighting the disconnect between their online and offline identities. Lenovo research shows 67% of Gen Z feel disconnected, leading to increased loneliness and anxiety. Nearly half (49%) find it easier to express themselves online, while 60% seek more meaningful face-to-face interactions with loved ones.

Using Lenovo’s AI technology, we created lifelike avatars of Gen Z's online personas, enabling real-time, unscripted conversations with family members. Launched in May 2024 after a year of development, achieving 1850+ global earned pieces, 6M+ million global TikTok views, 5m global YouTube views, generating,197m (UK) social impressions, and 800+ daily conversations with Shout about mental health – a 58% increase.

Awards | 2025

Creative Circle:

• Positive use of AI (Bronze)

Brand Film Awards:

• Most Emotional Impact (Winner)

• Film of the Year (Grand Prix)

PRMoment:

• Technology PR Campaign of the Year (Finalist)

• Best Use of AI (Finalist)

• Best Use of Planning, Strategy & Evaluation (Finalist)

PR Week Global:

• Best Use of AI or PR Software (finalist)

• Creative Idea (Finalist)

• PR breakthrough (Finalist)

Shorty Awards:

• Best use of artificial intelligence (Silver Winner)

Purpose EMEA:

• Best use of technology (Winner)

• Best Equality & Inclusion Cause Campaign (Shortlisted)

• Best Equality & Inclusion Cause Campaign (Shortlisted)

2024

Creative Moment:

• Creative AI Campaign of the Year (Silver winner)

• Creative Diversity and Inclusion Campaign of the Year (Silver winner)

PR Moment:

• Best ESG Campaign to Improve Gender Equality (Silver winner)

PRCA:

• Tech campaign of the year (Finalist)