VisitDenmark has harnessed AI technology to bring some of the world’s most famous tourists attractions to life with a clear message: “Don’t come see me – visit Denmark instead.”
To kick off the campaign, the Danish tourism board gave AI one simple task: “Imagine that you are Mona Lisa. Write a speech on why people should visit Denmark instead of standing in line to see you.”
The resulting script is transformed into an eerie film in which Da Vinci’s flagship work speaks directly to the viewer, imploring them to avoid the crowds and the boredom of waiting in line to see her when they could be visiting Denmark instead.
Joined by Vermeer’s ‘Girl with a Pearl Earring’, Vincent Van Gogh and the Statue of Liberty – all attractions equally beseech the viewer not to bother with them, but instead to ‘enjoy the simple pleasures of life’ like exploring ‘Denmark’s picturesque coastlines’ or its ‘legendary’ food scene.
Developed by Copenhagen agency Brandhouse/Subsero, the script was written entirely by AI whilst the film made use of deepfake and motion synthesis technology to animate the attractions.
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”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,” VisitDenmark senior PR and press manager, Kathrine Lind Gustavussen said.
“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.”
Centred around the strapline, “Don’t be a tourist – be an Explorist”, the campaign was commissioned after a joint British, Swedish and German study indicated that so-called ‘bucket list’ tourism that revolves around waiting in line at crowded sites was beginning to lose its lustre for many holidaymakers.
With London outfit Fold7 enlisted to promote the campaign, strategy partner, Yelena Gaufman added: “Denmark may not be a bucket list destination and the wonders there aren’t big and dramatic, but they are small and plentiful. We saw this as a huge opportunity to attract a different kind of traveller, the anti-tourist, the Explorist.”
