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.
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.
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.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Isobar & Carat: Dis-Moi Elliot
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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: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
360i partnered with HBO to debut the network’s first full-scale voice skill with “Westworld: The Maze,” an immersive gaming skill allowing Westworld fans to go on their own quest for consciousne...
#BodyProudMums took the bold step of smashing advertising and social media conventions. Instead, the reality of the postpartum body, in all its different glorious manifestations, is on display.
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
Isobar helped reinvent how Jetstar operates as a business – from booking through to check-in and in-flight. Isobar rebuilt their eCommerce platform, keeping the customer at the heart of the expe...
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.
A 300-year-old global financial services company rooted in heritage delivers phenomenal results by becoming agile and customer-led.
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...