Sea turtles and seals model plastic waste in WWF’s generative AI campaign in South Korea

South Korea – WWF-Korea (World Wide Fund for Nature) has partnered with creative agency Cheil to launch a striking out-of-home campaign that highlights the devastating impact of plastic pollution on wildlife through fashion-style visuals. 

Titled ‘Animal Trash Fashion’, the campaign features digitally rendered visuals of animals such as sea turtles and seals entangled in plastic waste, presented in the style of high-fashion films. The concept reimagines litter as wearable items, underscoring the harmful effects of plastic pollution on wildlife.

The visuals were developed entirely using generative AI tools, allowing for the depiction of animal species that are difficult or unethical to film, while ensuring no animals were used or harmed in the process.

A 20 m x 60 m digital screen displaying the campaign was unveiled on July 21 in Seoul’s Gwanghwamun area, a prominent location near government offices and media outlets. The placement was made possible through support from online news publication Digital Chosun Ilbo, which aligned with the campaign’s public interest message.

“With AI, Animal Trash Fashion depicts the dire reality of the plastic crisis, in which 79% of globally produced plastics are being thrown away. Our work will be a step toward raising public awareness on plastic pollution,” said Park Minhye, executive director of WWF-Korea. 

“To achieve substantial results at the United Nations Intergovernmental Negotiation Committee to end plastic pollution (INC-5) taking place in Geneva this August, we need everyone’s attention and involvement,” she added. 

The campaign is part of WWF-Korea’s broader No Plastics in Nature initiative, which seeks to reduce plastic production and prevent further release of plastics into ecosystems by 2030.

Animal Trash Fashion will run until August 20 across out-of-home placements and WWF-Korea’s social media channels.