| Title | The AI Abyss |
| Agency | TBWA\Helsinki |
| Campaign | The AI Abyss |
| Advertiser | The Mannerheim League for Child Welfare (MLL) |
| Brand | The Mannerheim League for Child Welfare (MLL) |
| Date of First Broadcast/Publication | 2023 / 8 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | The film “The AI abyss” is a plunge into the uncharted waters of AI in the media. It draws a parallel to MLL's long-standing tradition of empowering children, dating back to their initiatives of teaching children to swim 50 years ago. Today, the challenge lies not in water, but in the media stream, where AI increasingly blurs the line between reality and fiction. Europol predicts that by 2026, AI could be responsible for creating up to 90% of all media content*. This escalating reality, combined with existing online threats, emphasizes the need for effective and prompt parental guidance in children's media use as well as labeling. |
| Media Type | Digital |
| Length | |
| Creative Director | Joni Furstenborg |
| Strategy Director | Markus Nieminen |
| Designer | Hanna Karlsson |
| Film | TBWA\ Screen |
| Director | Iiro Hokkanen |
| Executive Producer | Niko Hatara |
| MOTION DESIGN | Ai Kamachi |
| MOTION DESIGN | Anssi Mahlamäki |
| Special Effects / VFX | Ai Kamachi |
| Special Effects / VFX | Anssi Mahlamäki |
| Corporate Communications | Emma Pettersson |
| Manager of Communications | Paula Sonne |
| Copywriter | Tuomas Perälä |
| Production Manager | Tommi Mäkelä |
| Director of Communications | Leena Poutanen |