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.
Heinz Championing Attention Economy with dentsu
Kraft Heinz Qatar and Teads partnered to launch the first Attention Measurement Campaign in the Middle East & Africa. The campaign aimed to raise awareness for Heinz's World Cup initiative, ...
B2B: Personalisation at Scale
First, we pioneered an ABM targeting strategy that segmented high-value customer IDs by industry, role & function. Then, to scale, we utilized LinkedIn's Talent Mapping Insights to build a m...
KFC Egypt: Unconditional Love
For 48 years, KFC has been in the lives and hearts of Egyptians. It is the comfort that many people turn to in moments of celebration or sorrow. Thought Egyptians express their complicated, mess...
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.
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.
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.
Carat: General Motors
We launched a new car with no branding, no badge and no name creating record breaking results of Chevrolet
During the peak summer holiday season, AccorHotels wanted to make sure that they capitalize on the increased travel intent.
Merkle Tajawal Case Study
With over 15,000 destinations offered there is a huge number of routes available via tajawal - Merkle had to come up with an innovative way to make sure tajawal was appearing in all relevant sea...
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales. W...
Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales.
Merkle was tasked to support Daman, the biggest national health insurer in the UAE with 3 million members, on their digital and social transformation, from infancy to a maturity phase.
NBS & Posterscope: The Mosquito Killer Billboard
Together two Dentsu Aegis Network agencies combined forces to devise what might be one of the most innovative weapons against the virus: a billboard that not only raises awareness of neglected t...
Puma persuades the reluctant ‘sofa surfers’ generation to rise to the fitness challenge with #ThePact
During the peak summer holiday season, AccorHotels wanted to make sure that they capitalised on the increased travel intent.
Dentsu Jayme Syfu: Dead Whale
With an increasing number of whales washing up on shores with plastics in their stomachs, this campaign aimed to raise awareness and increase public engagement with the cause.