OOH MEDIA

Bold billboard takes on ChatGPT’s ability to replace skilled workers

By our News Team | 2023

Eye-catching out-of-home execution aims to emphasise that not all jobs are likely to be replaced by emerging technology.

With ChatGPT and artificial intelligence being very much a talking point when it comes to job security and the future world of work, a Belgian-based temporary employment agency chose a simple, yet eye-catching OOH execution to emphasise that not all jobs are likely to be replaced by emerging technology.

Impact, a specialised agency that focuses on technical and construction jobs, recently unveiled a giant billboard located, aptly enough, on the side of a building under construction.

Photo via LinkedIn

The message for this OOH campaign is simple enough, with the billboard proclaiming: “Hey ChatGPT, finish this building!” It is followed by the payoff line: “Your skills are irreplaceable.”

In other words, it is the highly skilled workers supplied by Impact who are going to bring the project to fruition, not ChatGPT.

Refreshing to see skilled workers acknowledged

Commenting on the campaign, Belgian-based marketing commentator Saqlain Mughal notes in a LinkedIn post: “In today’s world, where technology and automation are rapidly changing various industries, including construction, it’s incredibly refreshing to see a company acknowledging the value of skilled workers.”

He continues: “The message on the billboard reminds us all that there are certain tasks, especially in construction, where technology simply can’t replace the expertise and abilities of human workers.

“While technology has undoubtedly transformed the construction industry by providing advanced tools and methods that improve efficiency and accuracy, it’s important to remember that it’s the human touch that gives life and character to a structure.

“By highlighting the irreplaceable value of human skills, they (Impact) send a powerful message not only to industry professionals but also to the wider community.”

In its response, Impact says it strongly advocates for the recognition of craftspeople in our society and that “no technology will ever replace them”.

The campaign was created by Belgian boutique agency Darwin BBDO.

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