Climate scenarios describe how the further effects of climate change will develop until 2100. The so-called RCP climate scenarios of the Intergovernmental Panel on Climate Change are based on more than 34,000 scientific publications and provide detailed and regionally definable information on which impacts will be felt at which locations if emissions are not reduced at all, are reduced only slightly or are reduced significantly. The problem with this data is that it remains abstract, unemotional and difficult to access. The differences in possible developments and thus also the possibilities for our influence today are presented as graphs and tables - hidden in a 3949 pages report and complex databases. It is already difficult to understand the impact of climate change today, so how can we convey what different climate futures look like? What is needed is a new way of visualizing climate scenarios – in an informational and emotional

How would Monet paint his water lilies at +4°C global warming? How much do we have to reduce our emissions to save Gauguin's South Seas landscapes from destruction? And what would be left of Van Gogh's wheat fields if emissions continue to rise as they are now? The Climate Realism Exhibition gives answers to those questions. With the usage of climate data and generative AI, eight famous landscape paintings are transformed into their very own climate futures to illustrate the local effects of global warming under different scenarios – from no to strict CO2 emission limitation. Within an immersive physical and digital exhibition, climate scenarios can be experienced in a completely unseen and emotional touching way while still offering latest scientific data and input.

At the center of Climate Realism are eight famous landscape paintings. They change in terms of the possible consequences of strong, moderate and no emissions limitation by 2100: Gaugin's tropical "Tahitian Landscape" disappears due to rising sea levels, Monet's blooming water lilies become a drought landscape, Van Gogh's "Wheatfield with Cypresses" is in flames. The basis for the climate scenarios that change the landscapes in the style of the respective artists is provided by innovative AI technology that has been trained with artist and climate data.

Through the exhibition, we clearly communicated the need to act now. To preserve the familiar scenes of these images as we know them and to gain support for the protection of our planet. Through this innovative communication approach, we opened up a new perspective: the campaign shows that solutions are on the table and that rapid action is required from politics and business.

Due to its strong visuality, the campaign content was suitable for strategic playout across all WWF social media channels. From classic meta channels to Twitter and TikTok, we generated platform-specific content. The work was further flanked by contacting and cooperating with key opinion leaders. They enthusiastically embraced the campaign and its messages and carried them to their target groups as multipliers.

Media work was also of particular importance. Local media, climate journalists and TV: we disseminated the campaign through strategic media work and thus maximized the reach for WWF. In addition to the digital exhibition, we created a special event: "The Climate Realism Exhibition" was open to the public from April 4 to 10 at POP KUDAMM on Kurfürstendamm, one of the most famous avenues in Berlin. This public forum provided an opportunity to showcase our artworks, raise awareness, and foster exchange with interested parties from politics, business and society.

Within the first week, an earned media volume of around 50 million euros was achieved. This was done both through our own channels and through earned media in the sense of reporting. In addition, the engagement rate on its own microsite was 80%, meaning that users viewed and interacted with an average of 6.3 out of 8 paintings.