The Brief

To create awareness of the levels of plastic pollution levels in the oceans.

Describe how the promotion developed from concept to implementation

The initial concept started as posters that simply depicted the situation of diners seeing plastic in seafood tanks. We then realized that this would be much more powerful in a real life scenario.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We knew that people in the region love seafood more than any other cuisine. So to create awareness of catastrophic plastic pollution levels in the oceans, we threw plastic into seafood restaurant fish tanks. It was the ideal way to bring an issue that seemed far away much closer to home and on to their radar.