LETZTE GENERATION AUSTRIA - SIGHTS OF TOMORROW (Case Study) | Campaign

LETZTE GENERATION AUSTRIA - SIGHTS OF TOMORROW (Case Study) | Campaign The "Last Generation" is a climate activist group known for its radical and disruptive protests. Unlike more traditional environmental organizations, the Last Generation employs civil disobedience tactics, such as blocking roads and disrupting public events. However, the impact of their aggressive activism had begun to wane. That's why, together with the agency Demner, Merlicek & Bergmann, the activists launched the world’s first climate protest on Google Maps. Launched at the beginning of summer 2024, "Sights of Tomorrow" took advantage of a glitch in Google Maps that allowed activists to upload AI-manipulated images, allegedly from the year 2070. These images replaced famous Austrian landmarks with stark depictions of environmental degradation, based on climate forecast data. Dry, cracked earth and barren landscapes replaced the vibrant, natural sights typically seen on Google Maps, creating a haunting portrayal of what the world might look like if climate change continues unchecked. "Sights of Tomorrow" garnered massive media attention globally, with even more focus coming after Google publicly announced the deletion of the altered images. Three months after this successful campaign, the Last Generation announced the end of its radical protest activities, signaling a shift in strategy. Credits: - Client: Letzte Generation Austria - Agency: Demner, Merlicek & Bergmann / DMB.