Ogilvy Italy Turns Late Emergency Founder Gino Strada’s Words into Reality with AI

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 abolishment 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 brotherhood 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.

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 social medias, wishing this peace project would truly become a reality in 2023.