Cheil Worldwide and the World Wildlife Fund (WWF) announced on the 22nd that they will conduct the 'Trash Fashion Show' campaign to raise awareness of the seriousness of plastic pollution.
This campaign is an environmental protection project that expresses the appearance of animals entangled in garbage like the photo spreads of models on a fashion show stage.
It features animals suffering from trash, such as a turtle with a plastic straw stuck in its nose and an elephant with its face covered in foil, along with the message, 'Please stop plastic waste now.' The videos of 10 types of animals were created using artificial intelligence (AI) technology without actual filming or direction.
A representative of Cheil Worldwide noted, 'To vividly show the suffering animals, we sought to meticulously implement everything from the animals' fur to the texture of the trash using various generative AI tools.'
Cheil Worldwide selected large outdoor digital billboards as a primary medium to convey the message powerfully. They plan to sequentially release content on official social media (SNS) and other online channels as well.
Park Min-hye, Secretary-General of Korea WWF, said, 'Public interest and participation are needed for tangible outcomes at the intergovernmental negotiation meeting on the UN Plastic Treaty next month in Switzerland,' adding, 'I hope this 'Trash Fashion Show' campaign serves as an opportunity to raise awareness about plastic pollution.'