Agency Launches AI That Writes the Award Case Study Before the Campaign Exists
Strategic shop Lantern & Vale has announced a breakthrough in efficiency, unveiling a proprietary AI tool that writes award case studies months before the campaign is even approved. The system, called PreTrophy, analyses past judging trends, category buzzwords, and the emotional tolerance of juries who have already read 312 case studies that day.
According to the agency, the tool does not generate ideas. That would be reckless. Instead it focuses on the part of the industry everyone secretly agrees is the real work, the case study video. PreTrophy automatically drafts the narrative arc, the impact statistics, and the line about how the campaign "sparked a national conversation" despite most people only encountering it once near a supermarket entrance.
The model was trained on fourteen years of award entries, including several that cited "organic community momentum" which later turned out to be two interns and a group chat. The AI can also predict which slightly confusing chart will look most persuasive to a jury watching the video on 1.25 speed. Early tests show the tool confidently generating metrics such as "behavioural lift" and "cultural penetration", even when the campaign itself currently consists of a sentence in a strategy deck and a biscuit crumb on the brief.
Lantern & Vale has helpfully released the prompt their staff now use when a pitch starts drifting toward reality: "Write a global award case study about a simple human insight involving everyday behaviour. Include one brave client quote, three large percentage increases, a moment where the internet joins in, and a closing line about redefining the category." The agency believes this approach will soon remove the need for campaigns entirely, predicting that by late 2027 most industry trophies will be awarded directly to well structured paragraphs.
According to the agency, the tool does not generate ideas. That would be reckless. Instead it focuses on the part of the industry everyone secretly agrees is the real work, the case study video. PreTrophy automatically drafts the narrative arc, the impact statistics, and the line about how the campaign "sparked a national conversation" despite most people only encountering it once near a supermarket entrance.
The model was trained on fourteen years of award entries, including several that cited "organic community momentum" which later turned out to be two interns and a group chat. The AI can also predict which slightly confusing chart will look most persuasive to a jury watching the video on 1.25 speed. Early tests show the tool confidently generating metrics such as "behavioural lift" and "cultural penetration", even when the campaign itself currently consists of a sentence in a strategy deck and a biscuit crumb on the brief.
Lantern & Vale has helpfully released the prompt their staff now use when a pitch starts drifting toward reality: "Write a global award case study about a simple human insight involving everyday behaviour. Include one brave client quote, three large percentage increases, a moment where the internet joins in, and a closing line about redefining the category." The agency believes this approach will soon remove the need for campaigns entirely, predicting that by late 2027 most industry trophies will be awarded directly to well structured paragraphs.