Working with Brussels-based creative agency mortierbrigade, leading Belgium newspaper De Morgan offered a critique of the 2022 FIFA Men’s World Cup tournament with a marketing initiative called ‘Dream World Cup Final’ which championed everything and everyone fans were not allowed to see during the tournament’s showpiece event.
The campaign footage featured representatives of all those who weren’t allowed in the stands of Qatar’s flagship Lusail Stadium for the World Cup Final: including the LGBTQIP+ community, (plus rainbow flags and One Love bracelets), ecological activists and migrant workers who suffered during stadium construction
The film and images, which were generated by AI with input from photographer Hadrien Hanse, were collated into a hero spot distributed across social media and also featured in the weekend edition of De Morgen. Plus, the images were added to the Google Maps page of the Lusail stadium with the aim of them becoming a virtual part of the stadium forever.
De droomfinale: zo had de finale van het WK in Qatar er ook kunnen uitzien, dankzij artificiële intelligentie https://t.co/V8AXnQy85r
— De Morgen (@demorgen) December 18, 2022
“It was impossible to see this dream final in reality. So we had to enlist the help of Artificial Intelligence to create these images, which we never saw in the stands of the Lusail stadium. Artificial Intelligence in this case is unfortunately more human than real people,” explained mortierbrigade Art Director Frédéric Zouag.
Comment
The 18 December 2022 game between Argentina and France may have produced one of the most thrilling World Cup Finals ever, but the tournament stands as the most controversial World Cup ever and this campaign seeks to reinforce this message and ensure that the criticisms are lasting ones.
At Activative, we feel that the results of this cause-driven, AI-created campaign are stunning: indeed, it is hard to believe they were created entirely by a machine.
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