Lucy Shelley
Feb 21, 2024

Malibu campaign gives famous artworks an AI makeover

The social media campaign created by Bodega aims to add a little ray of sunshine to the winter blues.

Malibu transforms images with AI on Instagram.
Malibu transforms images with AI on Instagram.

Malibu is using social media to spread "virtual sunshine" in the winter months.

"Summer shades" by Bodega, Wieden & Kennedy London's social media arm, aims to combat the winter blues by adding a piña colada and sunglasses to public domain artworks and statues using AI.

The campaign on Malibu's Instagram transforms images of Michelangelo’s David and the Mona Lisa using AI.

The next artworks set for an AI makeover include Edvard Munch’s The Scream and The Statue of Liberty.

Malibu is also encouraging its Instagram followers to submit winter pictures for a transformation on social media. The brand is asking people to upload images using the hashtag #MalibuSummerShades.

The team will then use AI to give the image a makeover before sending it back to the person via direct message.

Malibu's Instgram account will showcase the best user-generated content. It also plans to collaborate with content creators to amplify the activation from now until mid-March.

The campaign has been created by W&K’s Rachel Clancy and supported on social by Bodega’s director of social content Gabriel Marchi.

Campaign UK

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