The Land

Burson

Client: COP16 Media Committee

Over 3.2 billion people globally are affected by land degradation, desertification & drought yet the issue lacked widespread awareness and urgency. UNCCD COP16 faced the challenge of making a highly technical environmental crisis personal and actionable for global audiences, especially in Saudi Arabia, hosting the event for the first time in the Middle East. Adding to the complexity was the risk of ‘COP fatigue,’ as this was the third major UN environmental convention in quick succession.

Our creative breakthrough was The Land, an AI-powered MetaHuman built on Open AI’s API, trained on COP16-specific data, and equipped with voice capabilities. This model gave the land a brain (LLM), a face (MetaHuman), and a voice (AI-generated speech) to engage people in meaningful conversations about land degradation. Developed with WPP’s VML, The Land was accessible as both a browser experience on the UNCCD website and an interactive installation at COP16 Green Zone Venue in Riyadh. Attendees could communicate with The Land in real-time and connect on a deeper level through a brainwave headpiece that influenced surrounding digital displays, creating an immersive experience.