AI or Real?

With AI on the rise, distinguishing between real and fake content becomes increasingly difficult.

We saw this as an opportunity to alert the audience to a stark possibility: a future where some animals might only be seen through AI.

We created the online quiz “AI or Real?“, in which users had to distinguish between real photos and AI-generated creations. The quiz questions were randomised for each user and required an email subscription to view the results, helping WWF generate leads — crucial for their work in Bulgaria, as the newsletter is one of the most effective ways to keep supporters updated on their latest missions.

To direct users to the website, we created posts featuring three endangered animals native to Bulgaria. Each post was designed to trigger Meta’s AI label, and we added our own “Extinction Info” label below it to highlight the impact of human activity on these species’ survival.

The campaign collected:

A 600% increase in subscribers compared to the previous best lead-generation efforts

1,100 new phone numbers collected, significantly surpassing the prior record of 70 numbers