A unique and environmentally friendly campaign, that Antonio Garcia and I created in one of our Ad campaign projects.

1. All fish Go To Heaven
A campaign with The Monterey Bay Aquarium

2. The Situation
● Humans buy about 1,000,000 plastic bottles per minute in total.[3]
● Only about 23% of plastic bottles are recycled within the U.S.[4]
● It is estimated that 4 trillion plastic bags are used worldwide annually. Only
1% of plastic bags are returned for recycling.[6]
● Even when single-use plastics are
sent to landfills they aren’t harmless

3. Monterey Bay Aquarium
● Founded in 1984
● 332k square feet.
● The aquarium focus on Ocean
health efforts, how to aid
ocean wildlife, sustainable
practices for seafood, as well
as advocating about ocean
plastic pollution
● 500 species and 35k animals
● 1.8 million annual visits.

4. Target Audience
Primary: Generation Z 20-23
year old
Secondary: 25-30 adults
living in San Francisco

5. The Problem
● Single use plastic is ruining the
environment
● We are trying to get our consumers
to reduce their use of single use plastic

6. Inspiration
● 80 Foot Blue Whale made of Plastic
● Pacific Tube
● Monterey Bay Aquarium

7. The Solution
Simple minded proposition:
Plastic is invading our oceans, wildlife,
and health.
Now is the time to reduce and recycle
single use plastic

8. Mural
● Community
● Local Artist Exposure

9. Insights from our visit

10. Main Execution

11. Sketch

12. Solving the problem
● Reducing single use plastic
consumption
● By putting the effects of plastic
in front center we are forced to
watch it
● Acknowledging the need to
recycle & its benefits

13. How this Ad is Innovative
Captivology triggers
● Disruption
● Reputation
Innovation Lenses
● Challenging Orthodoxies
● Harnessing Trends
● Understanding Needs

14. Media Plan
Quarter campaign
● May-August
● Salesforce AD is expensive
● Murals @ Cannery Row

15. Sources
● http://www.earthday.org
● https://www.onegreenplanet.org/environment/how-plastic-is-harming-animals-the-
planet-and-us/
● http://www.wmnorthwest.com/guidelines/plasticvspaper.htm
● http://www.montereybayaquarium.org
● https://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-
● https://www.forbes.com/sites/trevornace/2017/07/26/million-plastic-bottles-
minute-91-not-recycled/#1804e92f292c
● https://www.forbes.com/sites/trevornace/2017/07/26/million-plastic-bottles-
minute-91-not-recycled/#1804e92f292c

16. Save the Oceans!
Thank You!