Description
One-third of Germany is covered by forests, over 79% of which are diseased. The NGO Aktion Baum has a vital mission: prevent further forest decline. To achieve this, they must raise awareness, overcome future bias, and inspire people to donate or take action to support the cause.
We came up with an AI idea based on human insight: we asked AI to imagine the near future of Germany's forests. We expected it to portray them based on the information and pictures it has been trained with. In a year dominated by AI, we didn't use it for its own sake, but to prompt people to use their Natural Intelligence and act before it's too late.
The Al-generated photo series launched on Arbor Day 2024 struck the right balance of engagement without resistance. Deeply rooted in culture and prompting people to think beyond technology, it was Germany's 2nd most memorable ad of 2024, resulting in a 124% increase in donations. Furthermore, it also generated international buzz far beyond Germany's forest borders.
This professional campaign titled '/imagine: Using AI to activate our Human Intelligence' was published in Germany in January, 2025. It was created for the brand: Aktion Baum, by ad agency: FRASER. This Digital, Integrated, and OOH Outdoor media campaign is related to the Public Interest industry and contains 2 media assets. It was submitted 27 days ago by MD Creation & Partner: Fernando Barbella of FRASER .
Credits
Advertising Agency: FRASER, Berlin
Brand / Client: Aktion Baum
Executive Creative Director: Fernando Barbella
Creative Director: Alexander Detschades
Sr. Art Director: Raphaela Putz
Art Directors: Jodi Biggar, Mikhail Gany, Thit Lin Venning
Copywriters: Judith Kersting
Strategists: Henri Vos, Dana Schröck
Project Manager: Eike Schlender
Motion Graphics: Kevin Hocking
Sound Design: Hofkapellmeister
Client: Lars Hermes, Aktion Baum