Every year eight million tons of plastic is dumped in the ocean. According to the WEF, if we keep producing and dumping plastic at this rate, by 2050 there will be more plastic in the ocean than fish.
Online publisher Lad Bible have a mantra "with great reach comes great responsibility". And with social followers numbering in the tens of millions, the brand certainly has ‘great reach'. So, in 2017, having just completed a campaign about men's mental health, they wanted to turn their attention to the environment.
Having established a partnership with the Plastic Oceans Foundation, Lad Bible approached AMVBBDO with a brief to raise awareness of the impact plastic was having on our ocean. The results would need to highlight the scale of the problem to the public and get governments to act.