Title | DEAD WHALE |
Brand | GREENPEACE PHILIPPINES |
Product / Service | DEAD WHALE |
Category | A08. Charities & Non-profit |
Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Media Placement | DENTSU X Makati, THE PHILIPPINES |
PR | DENTSU X Makati, THE PHILIPPINES |
Production | GREENROOM INC. Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer |
Biboy Royong | Dentsu Jayme Syfu | Creative Director |
Soleil Badenhop | Dentsu Jayme Syfu | Digital Copywriter |
Blane Rosales / Biboy Royong | Dentsu Jayme Syfu | Art Director |
Biboy Royong | Dentsu Jayme Syfu | Designer |
Julia Pronstroller-Gallardo | Dentsu Jayme Syfu | Business Unit Director |
Tabbi Tomas | Dentsu Jayme Syfu | Social Media Manager |
Sheila Villanueva | Dentsu Jayme Syfu | Print Production Coordinator |
Butch Garcia | Etnikolor | Production |
Reuben Hamahiga Dela Cruz | Photographer | Photographer |
Jam de Guzman | Dentsu X | General Manager |
Chinkey Llave | Dentsu X | Business Director |
Paul Reyes | Dentsu X | Senior Media Manager |
Bong Osorio | Dentsu Aegis Network | PR Consultant |
Franny Omampo | Greenroom Inc. | Executive Producer |
Lester Parulan | Slingshot Manila | Producer |
JP Campos | Greenroom Inc. | Post Producer |
Erin Hipolito/Jaymar Carinan/Berto Abenido | Greenroom Inc. | Editors/Artists |
Adrian Tecson | Underground Logic | Managing Director |
Paolo Morato | Underground Logic | Head of Creative Operations |
Leslie Tan | Underground Logic | Senior Colorist |
Wayne Dayauon | Underground Logic | 3D Artist/Animator/Generalist/VFX Supervisor |
Glenn Mariano | HIT Productions | Audio Engineer |
Teddy Katigbak | HIT Productions | Music Arranger |
Greenpeace needed to visualize the worsening case of plastic pollution so we created a 73-foot decomposing blue whale on the shores of one of the most polluted cities in the country. We used almost 160 kilos worth of plastic wastes collected from the ocean, and visualized a realistic dead whale with sprawling innards from its bloated underbelly, to catch the attention of locals within the area. As we unveiled the dead whale, it immediately went viral online through a social post from one of the locals. It got picked up on social media because of its stark difference from other beached sea creatures—it’s big, brutal, and terrifying. Then when people realized it was made entirely of plastic wastes, people started talking about the issue of plastic pollution in our oceans, and joined Greenpeace’s call to the ASEAN leaders to recognize the issue.
The ‘Dead Whale’ was mounted on a beach in one of the most polluted cities in the country. It was constructed secretly beside the shore for only 5 days with a team of 9 people. The materials used were plastic wastes collected from the ocean--white sacks went to the underbelly and its textures, plastic straws and wires to bind the materials together, red sacks for the innards and blood effect, and PET bottles for the baleen teeth, amounting to over 160 kilos of plastic wastes and 73 feet in length. The sculpture was then transferred to the shore and unveiled a few kilometers away from the ASEAN Leaders Summit. Photos were posted on social media and immediately got picked up organically by local and international media outfits. Then it resulted to the recognition of ASEAN leaders in the summit.
The campaign was able to attract millions of people online and offline in over 100 countries, with ZERO media spend. -Over 100 Million impressions from Twitter, Facebook, Instagram, and website pickups. -Top news and media sites, both local and international, covered the news: -AJ PLUS (https://twitter.com/ajplus/status/863764937453309953) -CNN PHILIPPINES (http://cnnphilippines.com/news/2017/05/12/dead-whale-cavite.html) -ASIAN CORRESPONDENT (https://asiancorrespondent.com/2017/05/philippines-greenpeace-unfurls-beached-plastic-whale-raise-awareness/#FBSrZrAw5XQlfYDK.97) -VICE (https://www.vice.com/en_id/article/ywznv7/kids-are-playing-with-a-dead-whale-in-the-philippinesheres-why-id) -THE TELEGRAPH (https://www.facebook.com/TELEGRAPH.CO.UK/videos/10155670610784749/) -BLOOMBERG TV (https://www.facebook.com/BloombergTVPh/videos/1960935260809894/) -PEOPLE’S DAILY CHINA (https://www.facebook.com/PeoplesDaily/posts/1532945026757309?match=I1BoaWxpcHBpbmVzLHBoaWxpcHBpbmVzLGRlYWQgd2hhbGU%3D) -EL TIEMPO (https://web.facebook.com/eltiempo/videos/10154451230212805/) -VUZ (https://web.facebook.com/WatchVuz/videos/1384199604998884/) -THE SEEKER (https://web.facebook.com/SeekerMedia/videos/10154992807143387/) -Local and international news channels reported about the ‘Dead Whale’ -REUTERS (UK) -ARTE 28 (France) -Vinhlong TV Station (Vietnam) -Nation TV (Thailand) -24.KZ (Russia) -ADN40 (Mexico) -112 UA (Ukraine) -GMA NEWS TV (Philippines) -TV5 NEWS (Philippines) Most importantly, the issue was included in a proposal for the next ASEAN Leaders’ Summit, just one day after the launch. - “ASEAN elevates coastal, marine environment protection bid” by the Philippine News Agency (http://www.pna.gov.ph/articles/987269)
The campaign utilized the news angle of the ‘Dead Whale’. Everything was done in perfect timing; it was unveiled on the morning of the ASEAN Leaders’ Summit on Coastal and Marine Development, locals were encouraged to post photos online, and a news media reporter immediately covered the stunt, live on social media. In the first few hours, the posts were shared and retweeted organically by netizens while the live news report captured the interest of other news media sites and channels who later on covered the story as well.
We launched the campaign on May 11, 2017, during the 31st ASEAN leaders’ summit on coastal and marine development. As soon as we unveiled the whale, we invited the media to do a live coverage of the stunt. Simultaneously, as locals posted photos online, the live news explained Greenpeace Philippines’ initiative to call on ASEAN leaders to take up the issue of plastic pollution during the summit. It immediately went viral online, with Filipinos and eventually people from around the world, talking about the issue and how the simple act to #RefusePlastic can be a step to solving the problem. The ‘Dead Whale’ went from national to international news, and that was enough for the ASEAN leaders to recognize the sculpture and elevate a proposal on plastic pollution for the next leaders’ summit.