0
impressions
0
countries reached
0
media spend
Challenge
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.
Solution
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.
Result
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.
Boosting efficiency using Design Sprint
Planorama
Global digital consolidation and relaunch
MTU/Rolls-Royce Power Systems
Increasing engagement with digital banking
Erste Bank
Strategic design for digital customer care
Transforming digital customer interactions by designing a new customer portal for a major public utilities provider
Unified Customer Messaging
Telekom
Merkle: Magpie a 100% AI-Driven Multi-Channel Marketing C...
Vigyél Haza Foundation - 1% Campaign
Golden Effie award in category „Social Purpose Campaigns”
BelVita bus stop branding for Mondelez
Unique OOH solution to demonstrate product benefit
IKEA - Interactive citylight
A uniqe solution to demonstrate IKEA’s environmentally friendly products
Granny Erzsi’s „bejgli” chatbot for Vénusz
„The best digital tool in 2018 in Hungary” (DMBP)
D&G Light Blue OOH campaign
In today’s rushing world OOH cannot catch everyone’s attention. Hence we go for that attention on mobile platform, too.
OMV - Infotainment videos
MaxxMotion Vlog of Gábor Wéber
Burger King – Home made skinned potato launch campaign
How do you introduce a „home made” food with a digital campaign for a fast food brand? By getting the support of a granny.
Provident Content Marketing Strategy
How to boost organic traffic to a financial services website with content marketing tools?
Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
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.
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.
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.
iProspect: Eurostar
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.