For some time now, Heetch has been making a passionate case for improving perceptions of the suburbs. Indeed, its connection to the platform is clear, as 80 per cent of journeys are made there. To proclaim its love for and roots in these areas, the app launched a signature campaign last April: “The ride-hailing service that goes further” consists of short videos that subvert the clichés about the suburbs to celebrate the vibrancy of towns such as Pantin, Châtillon and St-Denis. This time, Heetch is back to challenge preconceptions and is running a campaign both with and against Midjourney. The AI, capable of generating images in a matter of seconds from prompts, is also the very technology that perpetuates stereotypes about the suburbs. In its hands, any scene turns into a disaster as soon as the word ‘suburb’ is included in the prompt. With “Greetings from la banlieue”, a multi-channel campaign, Heetch has provided Midjourney’s staff with a corrective database to nuance the AI’s representation. Read more about the campaign on CB News.
