The ocean plastic problem is so bad that new deep-sea species are being found already contaminated by plastic. To highlight this, the German branch of the WWF made history and got the world talking and taking action.
A new deep-sea species named after the plastic found inside its body.
When you find a new species, you get to give it a name. To make an environmental statement against ocean plastic, we named a new deep-sea species after the plastic that was found inside its body - Eurythenes plasticus.
Please watch the case study.
Getting drastic on plastic.
We took an actionable approach to the scientific publication of Plasticus and transformed that into an interactive deep-dive journey using a mixture of organic and paid social assets to drive the user to the main campaign objective - sign the petition.
The campaign ran in Germany. Below you can find the messaging translation
that was repeated throughout the social assets.
Tap social icons to explore
› 120 K
INCREASE IN CONVERSION RATE (for signatures among people who saw campaign)
BETTER BRAND ATTRIBUTE RATING (than vertical norms for an NGO)
COUNTRIES DISCUSSED PLASTICUS ONLINE
€ 12 M
in earned media