ADVERTISING

Description

The "Last Generation" is a climate activist group known for its radical and disruptive protests. Unlike more traditional environmental organizations, the Last Generation employs civil disobedience tactics, such as blocking roads and disrupting public events.

However, the impact of their aggressive activism had begun to wane. That's why, together with the agency Demner, Merlicek & Bergmann, the activists launched the world’s first climate protest on Google Maps.

Launched at the beginning of summer 2024, "Sights of Tomorrow" took advantage of a glitch in Google Maps that allowed activists to upload AI-manipulated images, allegedly from the year 2070. These images replaced famous Austrian landmarks with stark depictions of environmental degradation, based on climate forecast data. Dry, cracked earth and barren landscapes replaced the vibrant, natural sights typically seen on Google Maps, creating a haunting portrayal of what the world might look like if climate change continues unchecked.

"Sights of Tomorrow" garnered massive media attention globally, with even more focus coming after Google publicly announced the deletion of the altered images.

Three months after this successful campaign, the Last Generation announced the end of its radical protest activities, signaling a shift in strategy.

This professional campaign titled 'Sights of Tomorrow' was published in Austria in June, 2024. It was created for the brand: Letzte Generation Austria, by ad agency: Demner Merlicek & Bergmann / DMB.. This Digital medium campaign is related to the Other, Public Interest, and Travel and Tourism industries and contains 1 media asset. It was submitted 3 months ago by PR Manager: Janina Schwarz of Demner, Merlicek & Bergmann / DMB..

Credits

Client: Letzte Generation Austria
Agency: Demner, Merlicek & Bergmann / DMB.
Executive Creative Director: Alistair Thompson, Sebastian Kaufmann
Head of Digital: Christoph Hofbauer

Creative Director: Katharina Kolar, Daniela Sobitschka
Art: Kathrin Rothbauer, Lena Wenzel, Nina Knapp, Martina Piniel, Martin Dorn
Client Management: Regina Fischer, Alicia Rocki
PR Client: Letzte Generation
PR Agency: Janina Schwarz
Social Media Management: Letzte Generation
Motion: Patrick Sonnweber

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.