Reported execution
Ogilvy says the campaign first made real emergency photographs look like the output of a familiar image-generator prompt, then revealed their real origin. Ogilvy Paris says Midjourney Describe was used to construct prompt language from the photographs and the work launched across social, press and out-of-home.
Our reading
The mechanism is rhetorical rather than synthetic: prompt grammar becomes a warning label for a photograph whose stakes cannot be reduced to an aesthetic. That is a sharper use of AI discourse than pretending the campaign’s documentary images are generative experiments.
Evidence limits
The available agency material identifies the source photographs and rollout but does not supply audience research or independently measured impact. It also does not make a clinical or forensic claim about every viewer’s ability to identify synthetic media.
Sources & limits
Ogilvy work page plus Ogilvy Paris documentation dated 2023-04-25; the sources establish the concept and rollout, not a quantified behavioural effect.
- Ogilvy — Not Generated By AI — source publication date not stated.
- Ogilvy Paris — Non généré par une IA — 25 April 2023.
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