As a global tech leader, LG recognized its duty to provide sustainable technology for the planet. Although LG was one of the first domestic conglomerates to declare carbon-neutral growth targets, this declaration was largely overlooked due to public ambivalence toward such a distant goal and other brands surging to declare similar targets.

LG realized it had to do more in order to make a true difference. Therefore, we decided to use its ultimate AI technology Tilda - the first AI artist - to reach out to a younger, tech-savvy audience via their channel of interest: fashion.

As LG’s most powerful, humanlike AI, Tilda is capable of learning from over 600 billion variables and 250 million high-resolution images and texts. Using this technology, Tilda calculated that if climate change persists, Earth's atmosphere will mirror that of Venus - a planet overwhelmed by carbon dioxide.

We wanted to use this analysis to show how technology could be used as a powerful weapon to expedite climate action and sustainability. Recognizing we'd have to creatively present this idea in a way that would actually impact the attitudes of our target audience, we used the power of data to gather insight on Gen MZ's interests and values. We then created an unconventional event that would demand attention - a climate change campaign led by the world's first AI fashion designer.

Using data-driven analyses Tilda immediately recognized that the fashion sector, where only 1% of clothing is ever recycled, is one of the most wasteful industries in the world. So we decided to launch a fashion collection, taking an innovative and sustainability-driven approach to a problematic industry.

Tilda knew it was crucial to inspire new, sustainable living standards - especially in the younger generation - to initiate real, lasting change. Collaborating with a young and hip fashion brand like Greedilous allowed us to engage our target audience right from the heart of the fashion mecca - New York Fashion Week.

By adding AI to the equation, we helped LG pioneer a new era of accelerated progress toward combating climate change. Tilda’s desire was for the younger generation to adopt a new standard of sustainability. Collaborating with a young, hip, and up-and-coming fashion brand like Greedilous allowed us to engage our target audience right at the heart of the fashion mecca - New York Fashion Week.

To maximize channels for interaction and engagement, we worked with GDW - a production company that creates content for the likes of major K-Pop artists such as BTS and IU - to seed our videos online and spread them amongst famous musicians included in their clientele. Also, as the project involves the latest AI technology, we invited expert tech-related authors and influencers to speak about Tilda and her new fashion collection.

The 2022 New York Fashion Week climate change campaign led by Tilda generated more news impressions and engaged a younger audience than any other previous LG AI campaign.

Furthermore, Tilda’s show was an instant mega-hit boasting a full house with spectators lined out the door hoping to gain entry. Esteemed global fashion publications such as Vogue, Esquire, W, Paper Magazine, and Nylon covered the story- generating 175M+ impressions across 15+ countries. Also, award-winning American singer-songwriter Ava Max and popular Moroccan-Canadian singer-songwriter Faouzia shared the event to their millions of followers, contributing to 11M+ social media impressions.

Most importantly, LG embedded itself in the minds of the younger generation as a relatable brand that supports the causes they care about and fight for, especially climate change. They now have Tilda as an ally, and she is already moving to lead her next campaign.