Ad of the Day: Greenpeace builds the aquarium of the future, replacing sea life with plastic

Greenpeace is continuing its diatribe on consumer plastics, this time targeting supermarkets with the creation of a dystopian school trip to the aquarium.

The latest campaign from the environmental campaign includes three films following a group of young children as they visit the ‘Ocean of the Future’ aquarium.

Visibly excited to see creatures such as penguins, otters, octopuses and catfish, the kids are disappointed when they’re presented with floating plastic bags, bottles and packaging instead.

Unbeknown to the visiting troop, Ogilvy & Mather had turned the Dingle Oceanworld Aquarium into an exhibition of supermarket plastics, demonstrating a ‘stark vision’ of the future oceans should humanity not take action to reduce the amount of unsustainable packaging produced. The film aims to support Greenpeace’s petition calling on supermarkets in particular to reduce their plastic footprint.

“We’re extremely proud to be partnering with Greenpeace to tackle what is a hugely pressing issue,” said Mick Mahoney, chief creative officer at Ogilvy & Mather London.

“Aquariums are often viewed as perfect, manicured worlds which give us a false sense of security when it comes to the state of our ocean - what we wanted to bring to life was the reality of what the future looks like if we continue as we are today.

“The support we’ve had to bring this idea to life has been incredible.”

Louise Edge, senior oceans campaign at Greenpeace UK, added: “This video provides such a powerful illustration of what’s at stake,” she said.

“Ocean plastic around the world causes the deaths of hundreds of thousands of marine animals each year.

“Our supermarkets produce an enormous amount of packaging, so we’re asking them to take responsibility for this and eliminate non-recyclable ‘problem plastic’ packaging within a year, and phase out single-use plastic packaging from all their own brand products completely.”

The films will be shared online through YouTube, Facebook and Instagram, as well as in cinemas to immerse the audience in the visual of plastic aquarium. Ogilvy has also planned a series of digital outdoor ads to support the hero creative.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.