Campaign details

Brand: Cheltenham Science Festival
Lead agency: Tiny Giant

Campaign Overview

Creating the world's first AI-driven science talk and event curator to drum up interest in Cheltenham Science Festival.


The Cheltenham Science Festival is one of the UK's leading celebrations of scientific knowledge and discovery.

It aims to engage people of all ages by entertaining, challenging, and discussing the latest science topics, issues and experiences.

The festival's new Head of Programming, Dr Marieke Navin, wanted to make AI a curator in a compelling, engaging, ground-breaking way that aligned with the event's progressive and innovative values.

To meet the challenge, Tiny Giant created AIDA, based on computing pioneer Ada Lovelace.

AIDA wasn't just a clever machine; she had a voice, visual identity, vision of her own and an ambition to inspire science fans to embrace new ideas.