WPP used GenAI to create a unique promotional campaign for Experience Abu Dhabi and the new Natural History Museum Abu Dhabi.
The campaign features one of the museum’s highlights, the Tyrannosaurus rex, reimagined as a social media star.
The agency worked in collaboration with Oglivy Paris’ AI.Lab and Memac Oglivy to generate the “AI-ncient influencer.”
The companies leveraged social insights to create an influencer that would resonate best with their audiences. This meant a dinosaur character that “blended pop culture with scientific fact.”
The finalised campaign includes a series of short clips, showing the T-rex documenting its travel journey, from loading up a suitcase to filming the view outside the plane window. The clips were shared to the Natural History Museum’s social media platforms.
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Resonating with Audiences
WPP said the character’s personality was created to appeal to these audiences, as well as its use of current memes and trends and that it used Google’s Veo 3.1 AI video generator to create the clips.
“This project is a perfect example of our creative transformation mission in action.” said Elav Horwitz, chief innovation officer, WPP. “By combining the deep brand understanding of our agencies with early access to groundbreaking technology like Google’s Veo 3.1, we’re not just creating campaigns; we’re building new forms of connection and cultural relevance for our audiences.”
The campaign has shown success, with the videos reaching a total of 50 million views and nearly 84,000 engagements. Audience sentiment for the content has been 95.9 percent positive across online conversations, WPP shared.
“Our social listening showed three things clearly: people drive dinosaur conversations online, the T.rex already has an active digital footprint and there is a huge appetite for content that blends science with pop culture.” said Ghadeer El Khub, Department of Culture and Tourism, Abu Dhabi.
“By making science social, entertaining and accessible, we’re inviting audiences to connect with the museum in a meaningful way and ultimately, encouraging them to come visit and discover more themselves.”
