In an attempt to get more people to choose Denmark as a holiday destination, a new PR campaign brings famous artwork to life using artificial intelligence and deepfake technology.
As The Drum reports(Opens in a new window), the marketing campaign was thought up by VisitDenmark(Opens in a new window) and realized with the help of Danish ad agency Brandhouse/Subsero. It’s in reaction to people generally feeling disappointed after visiting overcrowded tourist sites and landmarks, and that being made to feel like a tourist can spoil a holiday.
With that in mind, the campaign video uses some of the most popular pieces of art, including the Mona Lisa, Girl With the a Pearl Earring, Vincent van Gogh’s Self-Portrait, and American Gothic to tell potential visitors that there’s much more to do in Denmark than just waiting in line at the usual tourist attractions.
Pretty much everything you see in the video above was created using artificial intelligence. The script is written by ChatGPT, and the visuals were created using deepfake technology and motion synthesis. As Kathrine Lind Gustavussen, Senior PR & Press Manager from VisitDenmark explains:
“The scripts are 100% generated by AI – we didn’t write a single word – we only removed parts and bits that were too long or simply not true. While it felt somewhat risky to put our entire messaging in the hands of artificial intelligence, we’re excited to be at the forefront of the tourism industry, using cutting-edge technology to bring our creative visions and messages to life.”
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Louis Pilmark, the creative director at Brandhouse/Subsero, added, “Having iconic attractions from popular tourist destinations turn on themselves is a good way to highlight the absurdity of doing and seeing the same things as everyone else. Who better to explain it than the paintings and statues that see millions of tourists every year?”
At the moment, more people are freaked out by AI than excited about it. The technology is set to become a part of our lives regardless of how we feel, and has already been integrated into search engines, website creation tools, and even the creation of new drinks for us to consume.
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