ROLE: The aim of this campaign was to get genuine answers about what people know about something called industry 4.0. it is another name for smart factories, which use AI, big data, and IOT. See got you wondering now, right? The aim was to get professionals in their field, in this case, the food and beverage industry to take a crack at the question. It turned out that not a lot of people really understood what it was. this was no accident; we knew that the terms were not well known in the North American market, and wanted to use this campaign as the introduction to a new way of production, that was not intimidating.