SITUATION
A New Approach to Change the Dulled Awareness of Plastic
Despite decades of environmental campaigns, plastic pollution remains an unresolved critical challenge. We concluded that conventional, formulaic methods could no longer effectively awaken the public's numb awareness. Moving beyond simply listing facts, an innovative approach was needed—one capable of evoking emotional resonance and prompting immediate behavioral change. We devised a powerful visual message that reveals the painful reality in a different way, breaking through the wall of indifference.
SOLUTION
Partnering with AI, Launching an Animal Trash Fashion Show
In partnership with WWF, we launched a fashion show carrying a warning message about plastic use. Images of suffering animals—sea turtles with plastic straws stuck in their noses, seals entangled in discarded fishing nets—were displayed prominently for two months on Gwanghwamun's massive OOH screen, K-VISION, and Gangnam-daero's G-Light.
AI was central to this solution. To capture attention on the reality of animals suffering from human-generated waste, the campaign was created using 100% AI technology. Cheil's AI storyboard generation tool, conti joe!, was used to translate actual shooting storyboards into AI-generated images. This allowed the client and director to review and revise the storyboards beforehand, simultaneously boosting production efficiency and quality. AI modeling realistically reproduced each animal's texture, lighting, expressions, and discarded trash materials, while ethically avoiding harm to real animals. This approach effectively conveyed the severity of environmental pollution while achieving an artistic visual tone that avoids sensationalism. Post-production involved utilizing various generative AI tools like Firefly, Midjourney, and Veo3 to refine scene details and lighting. The background music and sound effects were also synthesized using AI-based techniques.
RESULTS
Over 40 media reports and awards
The campaign generated explosive reactions both domestically and internationally, creating significant ripple effects. It achieved the result of voluntary coverage and promotion by over 40 media outlets, including major domestic media such as MBC News and Chosun Ilbo. This media exposure greatly raised social awareness of environmental issues. Furthermore, the project's innovation and message delivery were recognized, achieving the remarkable feat of winning the top prize in the AI category at the RED MOVIE AWARDS—a first for Asia. It also garnered international attention, including official invitations to eight AI international film festivals worldwide.
SITUATIONA New Approach to Change the Dulled Awareness of PlasticDespite decades of environmental campaigns, plastic pollution remains an unresolved critical challenge. We concluded that conventional, formulaic methods could no longer effectively awaken the public's numb awareness. Moving beyond simply listing facts, an innovative approach was needed—one capable of evoking emotional resonance and prompting immediate behavioral change. We devised a powerful visual message that reveals the painful reality in a different way, breaking through the wall of indifference.SOLUTIONPartnering with AI, Launching an Animal Trash Fashion ShowIn partnership with WWF, we launched a fashion show carrying a warning message about plastic use. Images of suffering animals—sea turtles with plastic straws stuck in their noses, seals entangled in discarded fishing nets—were displayed prominently for two months on Gwanghwamun's massive OOH screen, K-VISION, and Gangnam-daero's G-Light.AI was central to this solution. To capture attention on the reality of animals suffering from human-generated waste, the campaign was created using 100% AI technology. Cheil's AI storyboard generation tool, conti joe!, was used to translate actual shooting storyboards into AI-generated images. This allowed the client and director to review and revise the storyboards beforehand, simultaneously boosting production efficiency and quality. AI modeling realistically reproduced each animal's texture, lighting, expressions, and discarded trash materials, while ethically avoiding harm to real animals. This approach effectively conveyed the severity of environmental pollution while achieving an artistic visual tone that avoids sensationalism. Post-production involved utilizing various generative AI tools like Firefly, Midjourney, and Veo3 to refine scene details and lighting. The background music and sound effects were also synthesized using AI-based techniques.RESULTSOver 40 media reports and awardsThe campaign generated explosive reactions both domestically and internationally, creating significant ripple effects. It achieved the result of voluntary coverage and promotion by over 40 media outlets, including major domestic media such as MBC News and Chosun Ilbo. This media exposure greatly raised social awareness of environmental issues. Furthermore, the project's innovation and message delivery were recognized, achieving the remarkable feat of winning the top prize in the AI category at the RED MOVIE AWARDS—a first for Asia. It also garnered international attention, including official invitations to eight AI international film festivals worldwide.