More than 40 injured people were received at EMERGENCY's Surgical Centre for War Victims in Kabul.
EMERGENCY and Ogilvy Italy
turn Gino Strada’s words into reality with AI. For a 2023 in the name of peace.
Milan — 09/01/2023 – For the sixth year in a row, Ogilvy and EMERGENCY have created a video to wish the world not only a new year, but a peaceful one. The theme of this edition is the need to start imagining the abolition of war. A goal that is more urgent than ever, since the outbreak of the conflict in Ukraine in 2022. But also, the great challenge Einstein and other scientists issued in the Russell–Einstein Manifesto of 1955.
The founder of EMERGENCY, Gino Strada, embodied that appeal: he has always affirmed that he was not a pacifist, but that he was against war and its atrocities, that he had been fighting for his entire life. And after his passing in 2021, he left this dream of a world without war as his legacy.
His words are the key player of the video: words that describe a future of unity and solidarity. Words that he wrote hoping they would come true. “We won’t see it, maybe neither our children will see it, but war can and must be abolished just as slavery was”.
To do it, Ogilvy Italy together with an international team of AI artists, speakers and composers, used a set of Artificial Intelligence (Stable Diffusion, MidJourney, Dall-e 2, Lexica Aperture) to create a unique video which turned Gino Strada’s words into images.
Just because, as he said: “To create a world without war, we have to imagine it first”.
The video has been released in Italy and worldwide through EMERGENCY’s social media channels, with the wish that this peace project will truly become a reality in 2023.
President & Chief Creative Officer: Giuseppe Mastromatteo
Executive Creative Directors: Lavinia Francia, Francesco Basile
Client creative Directors: Nicolò Mondonico, Alberto Crignola
Art Director Team: Andrea Molteni, Marta Are
Copywriters Team: Andrea Cauteruccio, Alessia Tamburino
Head of Strategy: Luca Tapognani
Strategist: Silvia Tasso
Head of Tv Production: Sanam Bartoletti
Senior Producer: Lorenzo Alaimo
Head of Pr: Anna Esposito
Head of Social: Carola Bracci
Senior Social Media Manager: Rodolfo Lombardi
Production house: Hogarth
English Speaker: Christopher Jones
Italian Speaker: Andrea Cecchi
Production House: AI CHANNEL ARTI
Executive Producer: Gvansa
Music Production Company: Mokamusic
Music: “Le Souffle de l’Univers” composed by Philip Abussi
Music Project Manager: Anita Falcetta
Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NASDAQ: WPPGY). For more information,visit Ogilvy.com, and follow us on LinkedIn, Twitter, Instagram, and Facebook.
EMERGENCY is an international organisation founded in 1994 to provide free, high-quality medical and surgical care to victims of war, landmines and poverty, as well as to spread a culture of peace, solidarity and respect for human rights.
Between 1994 and 2022, EMERGENCY’s medical facilities around the world treated more than 12 million people free of charge; one patient every minute. For more information,visit en.emergency.It and follow us on Twitter, Instagram, and Facebook.
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