SEAFOOD TANKS

TitleSEAFOOD TANKS
BrandINTERNATIONAL COASTAL CLEANUP
Product / ServiceINTERNATIONAL COASTAL CLEANUP
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company:OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency:OGILVY & MATHER SINGAPORE, SINGAPORE

Credits

Name Company Position
Steve Back Ogilvy&Mather Singapore Chief Creative Officer
Ross Fowler Ogilvy&Mather Singapore Copywriter
Greg Rawson Ogilvy&Mather Singapore Copywriter
Adrian Loh Ogilvy&Mather Singapore Photographer
Ali Loveday Ogilvy&Mather Singapore Producer
Ian Lee Ogilvy&Mather Singapore Designer
Agnes Lee Ogilvy&Mather Singapore Designer
Lam Yi Ren Director
Adrian Quek Director Of Photography
Shooting Gallery Asia
N. Sivasothi International Coastal Cleanup Singapore Coordinator
Anthony Tham Ogilvy&Mather Singapore Art Director/Photographer

Results and Effectiveness

Many people were shocked to discover that plastic does in fact decompose and enter the food chain. Most said that they would share the information. Subsequent to this activity, International Coastal Cleanup have seen, and continue to see growing numbers of participants in their beach cleanup sessions.

Creative Execution

Quite simply, we threw plastic into seafood restaurant fish tanks. Specially rigged tanks amongst seafood restaurants showed what's out there floating around in the ocean with your next meal. Of course, these caused a stir. Our 'waitresses' were then on hand to distribute 'menu' flyers that described how plastic breaks down and enters the food chain. This pushed people to a website where they found out steps to take to help the problem.

Insights, Strategy and the Idea

People know about the issue of plastic pollution in the oceans. However, they don't realize the scale and think that the problem is one that is too far away from them to affect them. We brought the message closer to home by using a medium relevant to the clients' focus (cleaner oceans and beaches) and close to the hearts of South East Asians – their favourite cuisine, seafood. We put the message in a place that they could not ignore.