Missing Collectibles

Thanks to a recent ChatGPT update, the Action Figure trend exploded on social media. It became almost routine to see our friends (or even brands) appear as toy figures online, surrounded by the accessories essential to their identity.

WWF Hungary wanted to ride that wave too — but by shifting the conversation to a much more important trend we should be aware of. According to the latest Living Planet Report, nature is disappearing: the average size of wildlife populations has fallen by 73%. In Hungary alone, hundreds of vertebrate species are on the brink of extinction. Habitat destruction, drying wetlands, and invasive species all contribute to their decline. But raising awareness can help — and that’s exactly what WWF Hungary is working on: protecting these endangered habitats.

So we created WWF Hungary’s dramatic twist on the action figure trend. In a three-part series, we featured native Hungarian species that are threatened with extinction — or rather, we didn’t. The section of the box where the animal figure would have been was left completely empty, dramatizing their disappearance. Their accessories, however, were still there, highlighting their diet and lifestyle.

Although the trend reflected the latest ChatGPT update, and our visuals were crafted with some AI involvement — which we disclosed transparently — we put much more emphasis on human craft.