The world’s first petition you could sign using your voice. Launched by David Beckham and truly groundbreaking AI film. Deepfake used for good.
And absolutely no sympathy porn.

20,000 people said “malaria must die” into the Voice Petition in the first hour alone.

Plus Becks speaking 9 different languages went global in a big way. Covered by just about everything and everyone you can imagine and was even played during ad breaks in 37 African countries, via sports broadcaster Super Sport, for free. The deepfake tech was shown in lectures by Microsoft, Linkedin and numerous big companies earning its place in AI folklore.

We knew the sheer sound of thousands of voices calling to end malaria would have more impact than names on paper ever could, so we used them to spur on world leaders to take unprecedented action. Simply incredible result given we had virtually no budget to pull it off.

BIMA: Grand Prix
Webby: Winner
D&AD: Shortlist
One Show: Finalist
One Show: Finalist
Creative Circle: Silver
Creative Circle: Silver
Campaign: Innovation of the year
Cog X Best Use of AI for Good
Plus a ton more


Agency: R/GA London
CDs: Nick Moss, Mark Fairbanks, Dan Northcote-Smith
Creatives: Max Wilke, Rita Riera
Director: Juriaan Booij @ RSA
2019