Climate Realism

In an imaginative leap, the WWF Climate Realism Exhibition harnessed artificial intelligence to depict the poignant future of our planet through the brushstrokes of history's grand masters. This fusion of art, science, and technology offered a compelling vista into the tangible realities of climate change, transcending the conventional data-heavy reports that often elude public engagement.

Using generative AI, the exhibition transformed iconic landscape paintings into vivid depictions of potential ecological futures. These AI-altered masterpieces served as a bridge between the abstract nature of climate data and the emotional resonance required to inspire action. The intricate algorithms, trained exclusively on the works of artists like Gauguin and Van Gogh, interwove IPCC climate data to reveal how these timeless scenes would alter under varying degrees of global warming.

The strategy was clear: to convert complex scientific projections into an accessible and emotionally striking narrative. By doing so, WWF crafted a novel approach to climate communication, one that leveraged the universal language of art to convey the urgency of climate action.

Key Takeouts:

1. Emotive Visualization: AI transcended its role as a mere analytical tool, becoming a digital artist that evokes the emotional gravity of climate change's potential impacts on cherished landscapes.

2. Cultural Contextualization: The exhibition provided a unique contextual bridge, connecting the climate data to specific locales tied to each painting's origin, enhancing the personal relevance for viewers.

3. Engagement Amplification: Through its web platform and physical installations, the campaign achieved an unprecedented level of public engagement for WWF, highlighting the power of AI in making environmental data relatable.

By reimagining the works of renowned artists under the specter of climate change, WWF and its AI-powered exhibition carved a new path for public interaction with climate science, proving that the key to understanding may lie in the beauty of art, interpreted through the lens of artificial intelligence.

Board

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• Credits

  Dennis May: Chief Creative Officer, Publicis Groupe Germany

  Andreas Pauli: Chief Creative Officer, Leo Burnett

  Matthias Fickinger: Executive Creative Director, Leo Burnett

  Gianna Tacchinardi: Creative Director, Leo Burnett

  Moritz Jähde: Creative Director, Leo Burnett

  Camila Trauzola: Art Director, Leo Burnett

  Lukas Hölzli: Art Director, Leo Burnett

  Alexander Hempel: Client Partner, Leo Burnett

  Emily Oft: Junior Account Manager, Leo Burnett

  Alexander Hatzekonstantinidis: Senior Business Development Manager, Publicis Groupe Germany

  Antonia Gottwald: Consultant, MSL Frankfurt

  Melina Simon: Consultant, MSL Frankfurt

  Susanne Lenk: Director Project Management, Digitas Pixelpark

  Jeremy Aaron Feilner: Junior Digital Project Manager, Digitas Pixelpark

  Markus Köstler: Director UX Strategy, Digitas Pixelpark

  Carsten Krause: Web Developer, Digitas Pixelpark

  Joel Ramirez: Director Technology, Digitas Pixelpark

  Matthias Uhle: Service Manager, Digitas Pixelpark

  Pascal Hübner: Braze Developer, Digitas Pixelpark

  Julia Dorenwendt: UX Designer, Digitas Pixelpark

  Tamara Boegle: Account Director, Starcom

  Wigan Salazar: CEO, MSL

  Lenja Petri: Junior Account Manager, Starcom