The fa.i.led experiment

Creative idea

A new 9th-grade literature curriculum featuring only pre-1900 texts and no female authors. While academia debated excluded authors, Nemira asked a deeper question: what kind of adults could this shape? The FA.I.led Experiment combined two data sources: existing sociological studies mapping high-school students’ attitudes, behaviours and aspirations, and the authors, themes and values contained in the proposed syllabus. These inputs shaped five student archetypes, which AI projected across 30 years, treating mandatory reading as their only literary influence. By connecting real youth data with curriculum content, AI turned an abstract policy into an emotional human warning people could relate to.

Brand name: Nemira Publishing House
Advertiser / client: Nemira Publishing House
Product / service: Book publisher
Campaign name: The fa.i.led experiment
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Executive creative director: Laura Belc
Creative director: Laura Belc
Art director: Diana Savin
Copywriter: Cătălina Dobre
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Laurențiu Semeniuc
Film production: Mircea Ceapă - Video Editor
Post production: Radu Glodeanu-Carata - Video Editor
Additional company: Paul Foltache – Senior Web Developer Alexandru Tănase – Head of Social Media Mihaela Prisecaru – Influencer Marketing Specialist Ioana Mușat - Managing Director The Geeks