Strengthening the IDEE KAFFEE community with AI
What happens when AI is seen not as a substitute for human creativity, but as an amplifier?
With "Space for your ideas", IDEE KAFFEE, J.J. Darboven's brand for creative minds, invited its community to submit their own summer ideas – and saw how words were transformed into algorithmically generated works of art in the iconic line art style. The campaign showed that smart technology is not an end in itself, but a tool for connecting people with the brand.
How do you translate creative brand DNA into contemporary, AI-supported communication?
The challenge was to create a campaign that both leveraged technological advances and conveyed the emotional brand promise. Instead of a flashy AI show, the aim was to develop a format that promoted creative participation, visibility and brand loyalty in equal measure.
A digital marketplace for ideas
On the IDEENPLATZ landing page, users could share their thoughts on summer – and see how AI turns them into art.
An automated prompt process optimised texts, combined them with defined style prompts and generated consistent visuals in the IDEE KAFFEE look via gpt-image-1. An editorial backend bundled all submissions and turned community content into curated brand communication.
Where AI ends, community begins
The best ideas were presented on the Instagram channel @ideekaffee, where their creators were also featured. The community was able to vote on which designs would secure a year's supply of coffee. In this way, AI became a catalyst for genuine interaction and organic growth. And who knows, maybe some of the designs will soon be featured on coffee packaging.
AI is relevant when it stimulates creative thinking.
The number of followers doubled during the campaign period. This is a clear sign that brands can use GenAI to create new forms of interaction.
