Case study

Five trillion plastic pieces are found in our oceans today, and every minute the world dumps an entire garbage truck of plastic into the ocean. At the current rate, the United Nations has declared that by 2025 the plastic to fish ratio will be 1:3, with a major impact on oceans and ocean life. An immediate action is needed to create a strong impact and spread a global message that highlights the urgency of the problem, showing that we don't have more time to waste. 


The impact of plastic pollution is still too abstract for people around the world to imagine - in countries rich or poor, coastal or inland - indeed in the long run it is a silent killer of life as we know it. Our campaign needed to expose the impact of plastic pollution on the environment. It idea serves as a visual representation of the urgency of the problem, by conveying the silent killing of our planet for which each of us is responsible and has the power to change.


To show the horrors of plastic pollution in the ocean's for life under the sea, we activated volunteers globally to collect ocean debris via a beach cleanup. The debris found was then artistically turned into sculptures of ticking time bombs with a stat of what plastic has already destroyed and that time is ticking for us to save what is left. Each sculpture was also tagged with the location from where the real debris was found to give people more context that this was from a cleanup. 



Within just few days of launching, the campaign has garnered interest from other organizations to partner, along with scientists to launch a data driven call to action using Tick Tock as the base campaign. The interest level has also lead to the commissioning of new "ticking time bombs" and an activation to let the world help stop this bomb from ticking any closer to us. 

Awards & Recognition

Cannes Lions 2018