Why is this work relevant for Media?

We applied for this category because this measure made people know about the problem of marine plastic waste and think of the symbiosis with nature in the future by the media placement of an art exhibition in the aquarium.

Background

Sendai Umino-Mori Aquarium, with its symbiosis with nature, has so far been close to local people and nature through exhibits that express the connection between the sea, and people. Japan is the world's second-largest container plastic waste per person for marine pollution caused by microplastics, but no radical solution has yet been proposed. As a result of the investigation, it was found that the root cause of this problem is in the insight that “I do not feel close to you”. Therefore, the goal of the project was in finding scenes of plastic pollution that would strike closer to home.

Describe the creative idea / insights (30% of vote)

The situation that "the sea is polluted with plastic waste" is hard to imagine even if you look at the data and text. Therefore, we focus on the data that the amount of marine plastic waste exceeds the amount of fish in 2050. By utilizing an aquarium, we aimed to create an opportunity for visitors to be surprised and realized by visualizing this problem through paintings that everyone feels close to.

Describe the strategy (20% of vote)

We realized that the general public was more likely to have experienced beautiful scenes of the ocean through art than through in–person experience. So, we first selected seven of the most famous paintings in the world depicting the beauty of the ocean. Then, we used a simulation to estimate the volume of plastic waste in our oceans in the year 2050. Finally, we had an AI study the seven works – as well as the simulation’s results – and recreate every painting as if produced in the year 2050. Then, we displayed the works at the Sendai Umino – Mori Aquarium.

Describe the execution (20% of vote)

We first selected seven of the most famous painting in the world depicting the beauty of the ocean. Then we used a simulation to estimate the volume of plastic waste in our oceans in the year 2050. Finally, we had an AI study the seven works – as well as the simulation’s results – and recreate every painting as if produced in the year 2050. We trained the AI over 200,000 times to replicate the brushstrokes of each artist using a machine learning algorithm called Neural Style Transfer. To make the brushstrokes more realistic, we printed these paintings with a 3D printer in the same size as the original painting. Then, we displayed the works at the Sendai Umino-Mori Aquarium.

List the results (30% of vote)

Thirty thousand people visited the exhibition in just the first ten days. News websites, TV, newspapers, and other media gave the event extensive exposure. The exhibition was so well received that we are planning to have it tour overseas. Inspired by the project, Christian Lassen—one of the original works’ artists—organized similar charitable fundraising during an exhibition of his works that toured across Japan. “This is not about the distant future. We hope the exhibition will give visitors food for thought.” – Sankei Shimbun newspaper “It made me want to review our relationship to the oceans.” from Twitter. “I hope Mr. Lassen will never have to paint such a picture.” from Twitter.

Please tell us how the brand purpose inspired the work

Sendai Umino-Mori Aquarium, with its symbiosis with nature, has so far been close to local people and nature through exhibits that express the connection between the sea, and people. Japan is the world's second-largest container plastic waste per person for marine pollution caused by microplastics, but no radical solution has yet been proposed. To maintain this symbiosis in the future, we have held this exhibition in the hope that local people will learn about reality and change their attitudes.