The Campaign

Out of sight, out of mind: even if people know about the fact every year billions of pieces of plastic trash are thrown away, it still does not impact their daily life. It’s too far away, and that’s a problem. So we brought the problem to a local swimming pool, for the Earth Day, on April 22, 2016. Faced with the option of swimming in a pool full of plastic pollution, most people would choose not to enter the water. However, this is not an option extended to the many marine creatures who are forced to live in this kind of pollution everyday.

Creative Execution

Implementation: The stunt happened for the Earth Day, on April 22, at the swimming pool Georges Hermant (19th arrondissement, Paris); thanks to the help of Anne Hidalgo, the Mayor of Paris, supporting the initiative of Sea Shepherd Global. Timeline: For the Earth Day, on April 22, 2016 - The film has been released online the week after. Placement: Only one swimming pool in Paris for the stunt, Youtube & Facebook for the online video. Scale: Local for the stunt, global for the online video.

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

No one entered in the water to swim, over ten thousands pieces of plastic trash used for the swimming pool, millions of people reached online, increased donations & enrollment.

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

With Trashpool, Sea Shepherd used a local swimming pool to promote and engage public on a massive issue, plastic pollution, endangering ocean wildlife.

Target: Everyone should feel concerned about what’s happening in our oceans; plastic pollution is a massive issue endangering ocean wildlife. Approach: For the Earth Day, on April 22, we shot Trashpool; a simple stunt inside a swimming pool (of course, supporting the initiative) with real people. Then our approach was to quickly edit the film and launch it on social media & video platforms (mainly Youtube & Facebook).