To honor the United Nation’s Decade of Ocean Science for Sustainable Development, TBWA\Chiat\Day\LA has collaborated with Conservation International on an inspiring film tackling one of the biggest topics of recent times - plastic in our oceans. ‘Doing Nothing is Crazier’ features a group of young and optimistic kids who all pitch in with their ideas on how to solve the issue and protect something that we all rely on.
The film, created in partnership with SC Johnson, begins with the somber tones of a piano and birds chirping in the distance on a quiet beach, which at an initial glance looks fairly idyllic, but the camera soon pans into a plastic water bottle bobbing along the waves.
The overarching theme of the ad is how would a child's imagination address this crisis?
Some of the ideas put forward in the spot include turning the act of getting rid of plastic on the beach into a game, planting palm trees to collect coconuts shells to be as alternative storage compartments, and most imaginatively, putting laser beam helmets on sharks to incinerate all the debris.