AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

South Korea – WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollution on wildlife, without harming any animals.

This innovative campaign, developed with Cheil Korea as part of the No Plastics in Nature initiative, features striking video billboards depicting animals such as sea turtles and seals entangled in plastic waste, framed within a fashion film narrative to highlight how litter directly harms wild animals.

Displayed prominently in Seoul’s Gwanghwamun area, the 20m x 60m full-screen visuals aim to raise awareness ahead of the United Nations' meeting on plastic pollution in Geneva in August 2025 and to bring about meaningful action.

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

In our Subversive Sustainability Ads microtrend report, we analysed how brands are opting out of binary messages of climate doom and hope. Instead, they use rebellious creative direction to cut through the noise.