Milanuncios Lets Your Inner Voice Win in Surreal AI-Fuelled Campaign

Second-hand platform Milanuncios has unveiled its new campaign developed in collaboration with Monks Madrid. Under the concept ‘What you need,’ the campaign focuses on the internal dialogue that triggers a desire, using humour and exaggeration to eliminate the guilt that often surrounds consumption.

The campaign was developed using cutting-edge artificial intelligence tools to streamline the conceptualisation and production processes and, above all, to find an aesthetic capable of reflecting that “journey” through the user's mind in a visually striking and surreal way. AI was not only used as an efficiency tool, but as an effective collaborator to elevate the craftsmanship and creativity of the piece, bringing to life a concept that would have been impossible to realise without it and redefining the possibilities of advertising in a new AI-driven world.

The creative concept stems from a simple idea: any impulse, no matter how small, can become a positive experience within the Milanuncios ecosystem. The brand entered the moment prior to the action, connecting every thought in the consumer journey with the platform's wide range of offerings––through an artful, exaggerated tone designed to captivate audiences and tap into a human truth.

This campaign is part of Milanuncios’ strategic positioning, ‘Positive Consumption,’ through which the brand seeks to de-dramatise the relationship with shopping and move away from narratives of pressure and regret, especially among younger audiences. In this context, humour becomes the primary tool to normalise the act of buying and selling in a more conscious and relaxed manner.

“This campaign is another step forward in Milanuncios' communication strategy. We combine humour, technology, and that real moment when you decide to buy something simply because you feel like it. Relying on our own internal AI ecosystem from concept to production has given us incredible agility, but above all, it has allowed us to play visually with the user's thoughts in an effective and fluid way, combating creative fatigue in an increasingly saturated advertising environment," said Javier Iglesias, group creative director at Monks.

"Today, creativity is the new targeting. In this collaboration with Milanuncios, through our Real Time Brands vision and our proprietary AI tool Monks Flow, we generate content at scale from a creative idea, designed to be distributed intelligently across platforms such as Meta and Google, which are strategic partners. This approach allows us to better connect with diverse audiences, accelerate time to market, and optimise investment without sacrificing creative consistency," said Daniel Díez de Dios, VP of transformation at Monks.

This campaign tackles the perception that Milanuncios is a space for one-off transactions, reinforcing its reputation as an open and versatile marketplace capable of meeting almost any need or desire.