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.
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
dentsu X: Energia
dentsu X: IKEA
How we stopped interrupting what people were interested in and became what they were interested in
Carat: Bank of Ireland
How Bank of Ireland Became Pathfinders: Leveraging data for Customer Centric Marketing in Finance
Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
Pre-register for our 2019 Digital Society Index
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.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
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.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
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.
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: 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.