The concept: Most of the week is about building with AI; this night is about making people care. Participants (marketers, PR and communication professionals, creatives and AI builders, solo or in teams of up to four) get the brief from the InnoWave and VARTHEO teams at 18:15 and a hard stop at 20:00: create a video campaign for Lisbon AI Week, 60 seconds maximum, entirely AI-generated. We provide a free toolkit and engineers on the floor to help, but any tool is allowed.

The edge: Each team gets three runs on VARTHEO, a Portuguese consumer-simulation platform. Here is what happens in each run: VARTHEO creates a version of reality in which the ad has already gone live. An audience of Augmented Consumers, cognitive replicas of real consumers, watches it and reacts as the public would. The team gets back three answers: how well it works, what doesn't work, and what has to change to drive more engagement with the event and bring new people through the door. In the end, it is an ad, and it is judged like one: on whether it makes people engage. Teams use that feedback to iterate before submitting. It is the difference between guessing how Lisbon will react and knowing, before a single human has seen the film.

The screening: At 20:00 the room becomes a cinema. Every film screens back to back and the audience votes live. A jury of three (a Lisbon AI Week organiser, a creative director and a marketing/PR expert) announces the winner. Drinks, food and music until 21:00.