Surfing AI trends for campaigning
Campaigners have always known how to surf trends in order to “piggyback” their message.
A previous article brought several examples of this, including how campaigners for Palestine used the Pokemon Go App that was a craze in 2015.
Memes are equally a daily support for campaign messages
With AI becoming ubiquitous, campaigns are bound to increasingly invest this tool for their communication. One recent example is Greenpeace Greece’s use of popular Ghibli-style AI filters, as reported in this article from Adsofbrands
Greenpeace and Ogilvy Greece Challenge “Ghiblification” Trend with Stark Environmental Campaign
Apr. 03, 2025
In response to the recent surge of AI-generated images emulating the whimsical aesthetics of Studio Ghibli—a phenomenon dubbed “Ghiblification”—Greenpeace, in collaboration with Ogilvy Greece, has launched a provocative campaign highlighting the harsh realities of environmental destruction that no filter can beautify.
The “Ghiblification” trend gained momentum in March 2025, as users worldwide began utilizing AI tools to transform personal photos and popular memes into the distinctive style of Studio Ghibli, known for films like My Neighbor Totoro and Spirited Away. This movement has sparked both admiration and ethical debates concerning AI’s role in art and its implications for human creativity.
Greenpeace’s campaign taps into this viral trend by applying Ghibli-style filters to devastating images—forest fires, floods, polluted coastlines—creating an unsettling contradiction. The result is a powerful statement: no filter can hide the truth. No aesthetic can erase the damage. And no AI can replace real environmental action.
Launched just as the global trend exploded, the campaign aims to awaken awareness and inspire real-world engagement. By using the same tools and visual language that dominate timelines and feeds, Greenpeace flips the narrative—urging people to look beyond the surface.
Because real change doesn’t come from filters. It comes from action. Support Greenpeace. Support the truth.
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