Turning viral trends into activism: The Extinction Edition campaign

By now, you’ve probably seen your friends posting images of themselves as AI-generated action figures or dolls, packaged in plastic boxes with accessories included. 

This worldwide trend has taken over social media, with people having lots of fun with it.

It’s gone viral simply because it’s so easy to create. 

All you have to do is ask your favourite AI tool to turn you into a figure based on what it knows about you. 

But while most are enjoying the trend for laughs, one South African creative team saw an opportunity to give it deeper meaning.

Mike Sharman, who is the Chief Creative Officer at Retroviral Ai Lab, decided to take this playful idea and flip it into something far more impactful.

In a LinkedIn post shared by Sharman, you see animals instead of people as the heroes.

“While the world’s busy prompting AI for action figures, this is our prompt to the world to take real action,” he wrote.

The “Extinction Edition” campaign puts the spotlight on the threats facing endangered animals.

Each “Extinction Edition” pack mimics traditional toy packaging but replaces the expected hero with an endangered animal, along with objects that symbolise destruction. 

This includes poaching tools linked to the decline of Black Rhinos, plastic waste endangering sea turtles, and items tied to the illegal trade of species like Pangolins and Orangutans.

The slogan on the “boxes” says it all: “The world needs less action figures and more action.”

In a world where viral trends often vanish as quickly as they appear, their take on the trend stands apart. 

By merging popular culture with purpose, the campaign becomes a form of creative activism that informs without guilt and inspires change through contrast and clever design.

IOL Lifestyle