With the Philippines being the 3rd biggest ocean polluter and with an increasing number of whales washing up on shores with plastics in their stomachs, the campaign aimed to raise awareness and increase public engagement with the cause.
As the Philippines was also the host for the 2017 ASEAN Summit on Coastal and Marine Development, the campaign provided an opportunity to increase public pressure and put ocean pollution on the agenda for the summit.
The ‘Dead Whale’ was mounted on a beach in one of the most polluted cities in the world.
To make it appear lifelike, different types of ocean plastics were used; white sacks for the underbelly, plastic straws and wires to bind materials together, red sacks for the innards and blood and PET bottles for the teeth.
The sculpture was then transferred to the shore and unveiled a few kilometres away from the ASEAN Leaders Summit. It immediately caught the attention of locals who posted the photos online, and through these photos, explainer-type news videos, and news content, it went viral.
Despite having zero media spend, the campaign ultimately achieved 1.5 billion impressions in over 100 countries, won a Gold Lion award at Cannes Lions International Festival and was covered on top news sites such as CNN Philippines, The Telegraph and People’s Daily China.
More importantly, the campaign put ocean plastic on world leaders’ agenda at the ASEAN Summit just one day after its launch.
This campaign was therefore able to show not only that brands can be built without big budgets and without a lot of paid media but also the power of a strong insight and an experimental solution, when amplified by the key capabilities in our Network.
Dentsu: Canon Color Blind
Created by Dentsu Brasil, the initiative uses the Canon Mega Tank print test to help parents and teachers detect the first signs of color blindness in children.
Dentsu: CupNoodles 26+1
To escape the curse, Cup Noodles®, modify the campaign in celebration of Brazil's 27th anniversary.
Gotsui Wasabi Strengthens Nissin's Asian Flavors
NISSIN Hires Japanese Series Star in New Campaign
NBS: Hashtags of Art
NBS's Creation Language for Museum
Isobar: Budweiser EUA
Budweiser celebrates Jackie Robinson's 100th birthday with "Impact," a short film about the legacy of an American legend directed by Spike Lee.
Dentsu: Nissin Apology
Nissin President apologizes to Brazil: “Can't cook the perfect lamen”
mcgarrybowen: Hack the City
The documentary series presents a trajectory of personalities challenged to find solutions to existing problems in the city and solve the problems of technology.
mcgarrybowen: Hack the City
Documentary series presents the trajectory of personalities challenged to find solutions to existing problems in the city and solve them through technology.
isobar: News that matter
People use to click on any news just because have celebrities in it.
We use this fact to show that their click can be useful and help those who need it.
Hear Her Voice
An unprecedented study by Grupo DAN on the relationship between female entrepreneurship in Latin America and the strength of new technologies.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Collection of five books with inspiring accounts of five entrepreneurs who live and work on the outskirts of São Paulo (SP). The work is the result of a partnership between NBS SoMa - Social Mar...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.