Real hidden cost Behind everyday products emerges in the new WWF Denmark campaignentitled “The Hidden Cost“. Designed by the creative Nikolaj Lykke Viborg with the support of theartificial intelligencethis initiative affects straight to the heart, revealing how simple daily gestures can have devastating consequences on biodiversity.
Through a series of 11 imagesevery consumer product – from coffee chocolate, passing through the packs of Noodles – hides, visually powerful, i faces of animals endangered. Cocoa, for example, is connected to the destruction of the habitat of gorillawhile the palm oil used in the instant Noodles seriously compromises the forests of Tigers of Indochina.
The concept stands out for its sobriety and the ability to Compare without moralizing. It is not limited to sensitizing: puts in front of the eyes of people the price that we often ignore to pay with our daily habits.
All made with artificial intelligence
Another revolutionary aspect of this campaign is its creative process: everything was generated entirely via IA. Without the intervention of photographers, graphs or retouches, Nikolaj developed visuals using only prompts developed on Chatgptin collaboration with WWF Denmark Birgit Winkel. No subsequent changes: artificial intelligence has been used as narrative and visual tool At full speed.
The result? A narrative strength immediate and one communicative clarity that nothing has to envy to traditional advertising campaigns. Not surprisingly, in just 48 hours, the publication on LinkedIn has become viral, generating hundreds of comments.
Of course, this success also opens crucial questions: Will the IA redefine the role of creatives? Is it a threat or a new opportunity? According to Viborg, the answer is clear: it is not a question of replacing man, but of reinvent the creative process. The ia thus becomes a allycapable of speeding up, exploring and enhancing the expression of ideas, without ever replacing the talent and vision of those who use it.
