Execution

We knew that Asians love seafood. So to create awareness of catastrophic plastic pollution levels in the oceans, we threw plastic into seafood restaurant fish tanks. While diners looked into the tanks to choose which live fish, crabs, lobster, prawns or oysters were going to end up on their plates, we also gave them a selection of plastics to choose from – bottles, lighters, bags, packets, straws – all the stuff that's floating around out at sea. It showed diners across the country that the plastic they throw away, ends up in the food chain, and ultimately, back on their plate.