2025: THE YEAR OUR OCEANS' PLASTIC-TO-FISH RATIO REACHES 1:3
THE IDEA
Go to any non-manicured beach in the world. Swim in any large body of water. Go diving in some of the most magical places. Plastic trash has become an inevitable part of those experiences.
I've been in Indonesia and seen some of the worst of it first hand but I've also swum near Montauk, NY, and been just as disturbed. Where are the safe places from our takeaway containers, our plastic lids, used plasters/bandaids, straws and tampon casings?
Yes, now this is almost a tired topic. But even smart people I know are still using plastic straws, still not even able to recycle from home if they wanted to. And that’s just in America.
Lonely Whale came to us to build a platform to help get their message across. Their most disturbing statistic: At our current rate, by 2050, there will actually be more plastic than fish in our oceans.
So the clock was created to countdown to 2025: when we start to lose the upper hand. The only way to push back that date is with action. Pledges from individuals help. But corporate action and country-level bans are where we will visibly see the difference.
To make our message loud and clear, we collected plastic trash from popular beaches globally and created ticking time bombs. Those sculptures are now on display at the UN. To make it harder and harder for our world's delegates to ignore.
Along with our bombs being on display at the UN, delegates were presented with our connected coffee table book and OOH surrounded them at the UN around World's Oceans Day.
MEDIUMS: WEB, SOCIAL, CONNECTED BOOK, OOH
The Connected Book
Turning global delegates heads requires a bit of magic. This coffee table book was given to delegates during World’s Ocean Day. Each cover shows the live countdown to 2025 and updates as pledges are calculated, adding time back to the clock.
Out of Home.
Insta-stories and posts carry on the conversation.
Major countdown updates are announced on social as well.
Role: ACD - VML London/NYC Hybrid