TLDR: WWF-Korea, in collaboration with creative agency Cheil, has launched a striking out-of-home campaign titled ‘Animal Trash Fashion’ in South Korea. The initiative utilizes generative AI to create powerful visuals of sea turtles and seals entangled in plastic waste, presented in a high-fashion aesthetic, aiming to dramatically raise public awareness about the severe impact of plastic pollution on wildlife.
SEOUL, SOUTH KOREA – The World Wide Fund for Nature (WWF-Korea) has partnered with creative agency Cheil to introduce a provocative new out-of-home (OOH) campaign, ‘Animal Trash Fashion,’ designed to confront the escalating crisis of plastic pollution. Launched on July 22, 2025, the campaign employs cutting-edge generative artificial intelligence (AI) to depict marine animals, such as sea turtles and seals, ensnared in plastic debris, reimagining litter as deadly ‘wearable’ items.
The campaign’s visuals are presented with a high-fashion film aesthetic, creating a stark and surreal contrast between the elegance of fashion and the grim reality faced by wildlife. This innovative approach allows for the portrayal of animal species that are otherwise difficult or unethical to film, ensuring no animals were used or harmed in the production process. The use of AI also enables the depiction of species that are challenging to capture in their natural habitats or in captivity.
A central element of the campaign is a massive 20-meter by 60-meter digital screen, which was unveiled on July 21 in Seoul’s Gwanghwamun area. This prominent location, situated near government offices and media headquarters, was secured with the support of the online news publication Digital Chosun Ilbo, aligning with the campaign’s public interest message.
Park Minhye, executive director of WWF-Korea, emphasized the urgency of the message, stating, “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.” She further added, “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.”
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‘Animal Trash Fashion’ is an integral part of WWF-Korea’s broader ‘No Plastics in Nature’ initiative. This long-term program aims to significantly reduce plastic production and prevent further release of plastics into ecosystems by 2030. The campaign is set to run for one month, until August 20, across various out-of-home placements and WWF-Korea’s official social media channels, seeking to mobilize public support and drive action against plastic waste.
