Problem:
Midea faced the challenge of communicating its Earth Day message in a way that would not feel like another corporate ESG statement. The environmental issue was urgent: WWF data showed that global wildlife populations have declined by 73% over the past 50 years, with around 200 species disappearing every day. At the same time, Midea had strong green technology commitments and biodiversity policies, but simply turning these into data-driven claims would feel cold and distant. The goal was to transform a serious sustainability topic into an emotional, universal story that global audiences could understand and remember. 

Idea:
The core idea behind “EARTH DAY, BIRTHDAY” was to reframe Earth Day as a birthday for all living beings. Instead of saying “protect the planet” in a familiar slogan-like way, the campaign asked a more human question: if green technology matters, what is it ultimately protecting? The answer was not a KPI, but the possibility for life to continue being born. By focusing on newborn animals, fragile life, and the beauty of nature, the campaign turned biodiversity protection into a simple, emotional belief: every life deserves the chance to keep celebrating its birthday.

Execution:
F5 created the film with a restrained and poetic AI-driven production approach. Rather than using AI for visual spectacle, the team built a soft, documentary-like atmosphere with gentle music and natural imagery. The production followed a traditional film process: concept, script, storyboards, AI image generation, AI video generation, editing, music, and sound design. Tools such as Midjourney, Flux, Nano Banana, Kling, Veo, and Jimeng were used to create and animate the visuals, while AI was also used for music creation. The final film avoided heavy-handed environmental preaching and instead used universal images—newborn birds, antelopes, butterflies, and quiet natural moments—to express Midea’s belief that green technology should help protect a world where life can continue to be born.