MIRI - Do Not Accept

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AI is advancing at an unprecedented pace. And while the world celebrates its potential, a handful of technology companies are racing towards something far more consequential: artificial superintelligence. Technology that could surpass human intelligence, with potentially irreversible consequences for humanity.

Yet the conversation about these risks has largely been confined to scientists, technology companies and policymakers.

The Machine Intelligence Research Institute (MIRI) challenged us to change that. To take one of the most complex and important issues facing humanity and make it something everyone could understand, care about and act upon.


FOR A HUMAN FUTURE.

The future of humanity should belong to humanity.

We needed to shift the conversation away from the technology itself and towards the very thing we stand to lose: everything that makes us human.

For a Human Future became our overarching platform. A rallying cry to protect humanity's right to shape its own future, rather than leave it in the hands of a few technology companies.

Because technological progress shouldn't come at the expense of the people it's supposed to serve.

DO NOT ACCEPT.

Every day, millions of us blindly accept the terms and conditions of technology without reading the small print.

But what if we're doing the same with the future of humanity?

We turned this familiar behaviour into a global warning about the race towards artificial superintelligence. Exposing the terms and conditions humanity never agreed to, and giving people a reason to refuse them.

At the heart of the campaign was a film celebrating everything that makes us human. Featuring 71 real moments from 19 countries, it takes audiences on a journey through the beauty, chaos and wonder of human existence, before interrupting it with the terrifying small print of artificial superintelligence. A recurring X transforms from a symbol of acceptance into one of extinction, literally erasing people from their worlds.

The campaign extended across US cinema, social and OOH, turning the language of T&Cs into public safety warnings. Every execution directed people to donotaccept.ai to understand the risks and take action.

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