Wars

“Wars” is a campaign which uses a metaphor and the double meaning of the word to highlight a harsh global reality. It contrasts the real armed conflicts in which children and adolescents are forcibly recruited with the “wars” of childhood—pillow fights, tickle fights, and water battles—that the campaign visually portrays. By juxtaposing these two interpretations, the work aims to create an emotional and thought-provoking lens through which audiences can reflect on the loss of childhood caused by real wars.

Launched at February 4 and around the International Day Against the Use of Child Soldiers, the campaign seeks to raise awareness of the more than 300,000 children currently forced into armed conflicts worldwide, according to Amnesty International. Developed by Wild Fi with support from FRAME, its AI-focused department, the campaign combines artificial intelligence tools and human creative direction to generate and refine the imagery used across the pieces.