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What if your morning coffee or favorite chocolate bar came with an invisible price tag, one paid by an animal’s life or habitat? That’s the question behind The Hidden Cost, a powerful new campaign by Danish creative Nikolaj Lykke Viborg for WWF Denmark. And here’s the twist: it was created entirely using AI tools like ChatGPT.

May 2025

The campaign features a series of 11 visuals where common items, such as cocoa powder, instant noodles, and skincare products are artfully arranged to reveal the faces of animals like gorillas, tigers, and orangutans. Each image draws a direct line between consumer habits and habitat destruction. 

And, the entire campaign was conceived and executed with ChatGPT, with no post-production editing. Viborg collaborated with Birgit Winkel from WWF Denmark to write prompts that would generate emotionally and visually compelling content.

It’s a powerful example of how AI can amplify and accelerate storytelling, not replace it.

Viborg sees AI not as a threat to traditional creative roles but as a catalyst for innovation. While AI is fast, meaningful stories still rely on human insight and direction. “The Hidden Cost” serves as an example how technology, when well guided, can produce work that resonates deeply and drives social awareness.

 

What do you think?