In an ocean occupied by plastic, not even humans have a place. For this reason, water sportsmen will have to look for another activity.
This thought led us to create an impactful digital campaign easily shared by the media.
To make this happen, 2 weeks prior to World Oceans Day, we invited the most well-known Portuguese nautical sportspeople to show on their social media what would their professional career be if plastic keeps pilling up in the oceans.
We divide the campaign into 3 phases.
first Phase
In the first, Vasco Ribeiro, one of the best Portuguese surfers, share a statement on social media announcing the end of his professional surfing career.
Media coverage examples
SECOND Phase
In the second phase, three other sea sports athletes join Vasco Ribeiro:
Joana Schenker (bodyboard), Fernando Pimenta (canoeing) and Miguel Lacerda (diving).
Each one share on their social networks an activity / job completely different from what their followers are used to seeing.
At the same time, these sportsmen will change their profile description according to their new job.
Vasco Ribeiro
fernando pimenta
joana schenker
miguel lacerda
third Phase
The third phase takes place on World Oceans Day and lasts for a few more days.
We will reveal that everything was just a stunt to raise awareness for the increase of plastic on the ocean, and how it puts all nautical activities at risk.
We share a film on the social networks of Discovery, and on Discovery channel itself.
At the same time, the 4 nautical sportsmen will also share the film on their own social networks.
With the film, we will also encourage people to watch Discovery channel’s Ocean Week.
AGENCY: MUSTARD
Copywriter @Rúben Vilaça
®2020
