Moen uses AI to power latest social good campaign

Moen's new "Endangered Water" campaign, created with Havas Chicago, uses AI-generated images of endangered animals made from water to spotlight global freshwater scarcity. Launched on Endangered Species Day, the campaign aims to emphasize the importance of water not only for humans but for wildlife as well. The visuals, featured on Instagram, portray animals like rhinos and elephants in liquid form, accompanied by sounds of rushing water, to draw a direct connection to the water crisis.

According to the World Economic Forum, the global demand for freshwater will outpace the supply by 40% by 2030. A new campaign titled Endangered Water from faucet brand Moen uses endangered animals to highlight the endangerment of the vital resource.

Endangered Water was created with Moen agency of record Havas Chicago, which used Adobe’s Firefly AI tool to craft endangered animals out of water. The campaign launched May 17 to coincide with Endangered Species Day.

By launching the campaign on Endangered Species Day, the brand can “remind people that water itself isn’t just for us,” said Jackson Ozark, the creative director at Havas Chicago, who worked on the campaign copy. “There are a lot of animals on this planet that need it too.”

Full story at Campaign US.