'AI or Real?'

Creative idea

As AI continues to evolve, distinguishing between real and fake content is becoming increasingly challenging. When Meta introduced an “AI Info” label in 2024 to help identify AI-augmented posts, we saw an opportunity to start an important conversation. We created posts featuring three endangered animals. Each post was designed to trigger Meta’s AI label, and we added our own “Extinction Info” label to emphasise the impact of human activity on these species. Each post led users to an interactive quiz—“AI or Real?”—where they had to determine whether an image was a real animal photo or an AI creation.

Brand name: WWF Bulgaria
Advertiser / client: WWF Bulgaria
Product / service: Animal Conservation
Campaign name: 'AI or Real?'
Agency network: INDEPENDENT AGENCY
Agency: Next DC, Sofia
Additional company: -
Web address: https://judgesdelight.com/wwf-website/
Creative director: Momchil Zakhariev
Art director: Bianka Gospodinova
Copywriter: Stefan Alexandrov
Account director (agency): Hristo Petkov
Client account director: Iva Stanoeva
Additional company: Stephania Kolarova — UX Lead Velizar Delyanov — Web Developer Stanislav Alexiev — Web Developer Luboslav Bachev — Motion Designer Bastien Hervé — UX & Digital Designer