Always concerned about the environmental issues, this Blue campaign is one of my favourite visual communication design projects, opting to create awareness and acting as reminders. Our oceans are slowly turning into a plastic soup, harming the ecosystem. Two-thirds of it comes straight from land based sources: litter being left on the beach or washed down rivers from litter being dropped in towns and cities. This campaigns aims to give innovative solutions in three aspects of producing, consuming and disposing plastics. Reduce, reuse and recycle is the key action and caring is the heart of every action to develop a sustainable future.

1. B L U E A D C A M PA I G N
P R E S E N TAT I O N
V I S U A L C O M M U N I C AT I O N
3 0 9 A A D
S t u d e n t N a m e : P a n Yu C h e n
S t u d e n t I D : 8 7 9 2 8 9 9

2. Ondazul Blue Campaign
MARINE POLLUTION
BLUE CAMPAIGN
O N D A Z U L C A M PA I G N R E F R E S H M E N T

3. Onadzul Blue Campaign
P R I O R I T Y T O P I C S
Develops projects of urban ecology,
recovery of degraded areas, waters
and climatic changes.
E N V I R O N M E N TA L
R E C O V E R Y
Environmental recovery
projects, dissemination and
knowledge debate.
We are a non-governmental, non-profit
organization dedicated to protecting
the environment, promoting sustainable
development and social well-being.
Our mission is to promote sustainable
development, through a permanent
dialogue with the various sectors of
society, multiplying competence and
promoting the exercise of citizenship.
ABOUT US
Original Sardine AD Campaign that is controversial, as the fact that the fishes are
already death in a sardine can also implies another issue about over-fishing and it can
be seen as being selfish as the campaign only shows the humans’ perspective.

4. Ondazul Blue Campaign
THE PROBLEM
12.7 million tonnes of plastics end up in our
oceans each year. Our oceans are slowly
turning into a plastic soup. Big pieces of
plastic are choking and entangling turtles
and seabirds and tiny pieces are clogging
the stomachs of creatures who mistake it for
food.Two-thirds of it comes straight from
land based sources: litter being left on the
beach or washed down rivers from litter
being dropped in towns and cities.

5. THE SOLUTION
Reduce the effect of marine pollution
by considering three main sectors from
producing, consuming and throwing
plastics. Reducing and reusing plastic
products can contribute in the reduction
of plastic production and consumption.
Be cautious about littering and do proper
recycling can help prevent plastic ending
up in the sea. Choosing recyclable
and eco-friendly products can
develop into a sustaianble future.
Ondazul Blue Campaign

6. MESSAGE
CONCEPTWith the slogan of “Is this the Blue you
want?“, the Ad Campaign will revolves
around the colour, which in context
means the sad and sorrowful blue of
artificial plastics created by human
activities in opposed to the natural
blue of the deep blue sea. To allow the
audience to see the marine pollution
through the marine animals’ perspective,
raising awareness and calling for action
to help in contributing into ocean
conservation to preserve our blue planet.
As a refreshment from the original
ad, the ‘Blue’ campaign will present
and see things from the marine
animals’ perspective. Resonating
around the idea of blue planet. The
camapign tackles the problem of
littering with interactive campaigns
of billboards,bus stop; plastic
consumption with blue box and trash
can; production with exhibition.
After raising awareness amongst the
audience the following will be the
resolution that promotes how to help
and usage of recyclable merchandises
alongside an event.It will be targeted
in the market of UK and China, by
approaching them with the same
campaigns but in different tone of
voice in ad copy and slogan.
Ondazul Blue Campaign

7. BILLBOARD - BUS STOP - TRASH CAN - BLUE BOX - EXHIBITION - LOVE CUP
WOD - MERCHANDISE - WEBSITE - SOCIAL MEDIA

8. B I L L B O A R D 1
A P P L I C AT I O N
Ocean poster on billboard near the
street, the tube, the supermarkets,
showing how if you don’t clean
your trash properly or throw it in
the trash can, it would be floating
around in the air and this act
would result on the billboard,
by applying glue chemical that
allows plastics, papers and dust to
be sticked on it and changes the
blue hue. Which means the result/
matter is dependant on our action,
as statistically 70% of the trash we
throw without cautious will end up
in the ocean. This campaign focuses
on the act of trash throwing.
Before
After
Ondazul Blue Campaign

9. B I L L B O A R D 2
A P P L I C AT I O N
Ocean poster on billboard near the
street, the tube showing how if you
don’t clean your trash properly or
throw it in the trash can, it would be
floating around in the air and this
act would result on the billboard,
by changing the blue hue of the
bilboards; vice versa if no litteribg
happen the ocean will remain blue
and clear. Which means the result/
matter is dependant on our action,
a recycling trash can would be
provided beside it to allow the
audience or pedestrians to help
clean and throw it back to the bin.
Before
After
Ondazul Blue Campaign

10. B I L L B O A R D 3
A P P L I C AT I O N
Marine poster billboard with
applying glue chemical that allows
plastics, papers and dust to be
sticked on it and changes the blue
hue will show the result of littering
,as the main culprit of marine
pollution, visually by the contrast
of before and after of the billboard.
Some plastics will be sticked on
manually by our workers to create
visual effects and catches attention,
if there is no littering yet.
The billboard campaign can be
continued and expanded with series
of marine posters that consist of
different marine animals as they are
the victims of the issue.
Ondazul Blue Campaign

11. B U S S T O P 1
A P P L I C AT I O N
Similar to the billboard concept
by applying glue chemical that
allows plastics, papers and dust
to be sticked on the posters on
bus stops extend and expand the
campaign in a wider and common
environment that can result in
reaching more audience and raising
more awareness.With recyclable
trashcan beside to support the act
of recycling and thus contributing in
preserving the ocean.
Ondazul Blue Campaign

12. B U S S T O P 2
A P P L I C AT I O N
Ondazul Blue Campaign

13. B U S S T O P 3
A P P L I C AT I O N
Ondazul Blue Campaign

14. T R A S H C A N
A P P L I C AT I O N
Trasnlucent aquarium
like trash can that will be
beautifully blue without
trash, but after the trash
is starting to fill up it
will contaminate the blue
color, to remind people to
consume less and recycle
more and reuse more.
This application will tackle
the aspect of plastic
consumption and use.
A recycled bin will be beside
it to encourage recycling.
Before
After
W H Y T U R T L E S ?
Plastic bags are petroleum-based and
do not biodegrade. Sea turtles and
other marine creatures mistake plastics
and other garbage as food (such as
jellyfish) and ingest it. This mistake
causes blockages within their digestive
system and eventual death.
Ondazul Blue Campaign

15. B L U E B O X
PLASTIC CONSUMPTIION
The plastics in tiles in a
transparent container, so when
you are using or consuming
the plastics the clear blue sea
of the planet will decrease
and become less, which then
encourage reusing plastics or
choosing recyclable bags, this
part of the campaign tackles
more on the production of
plastic waste.
It is collaborative with brands
and supermarkets. In the
sense that the workers are also
educated on the matter.
Ondazul Blue Campaign

17. P L A S T I C E X H I B I T I O N
The plastics will be floating in the air, as exhibtion to
display how the marine animals are living and seeing
in the situation of marine pollution, putting humans
in the shoes of marine animals.
To evoke emotions and thoughts on the matter.
Site specific to alleys, pedestrian walks near
shopping or tourist attraciton where the roads were
used to be bathed under the sun but now it would
be covered with dark grey trash blocking the view of
clear blue sky, creating strong ambiance.
Ondazul Blue Campaign

18. Onadzul Blue Campaign
M A R I N E P O L L U T I O N E X H I B I T I O N
Exhibiting the marine pollution, the trash floating above the
ocean surface covering the the sunlight, to humans from the
marine animals’ point of view.With facts and statistics that
show the causes of marine pollution from significant cases.The
trash is also collected from the ocean through our projects,
giving realistic situation from what is happening in the ocean
right now. Thus, raising awareness in the issue and encourages
audience to participate in recycling and reusing, which can also
be linked to the love cup campaign as a reward when audience
takes part in recycling.

19. The cup is designed to have marine
animals on them, so when people
drink it it would look like they are
sharing a kiss, which is conveying the
message of ‘show some love’. Playing
with the interactivity of the campaign,
to create community and influence
people in long term.
Also encourage and educate them
to use reusable and reyclable cups
instead of the plastic ones. The
copy text also remind people to
think before they consume and do,
reminding the fact that they are other
more environmental-friendly options
than using the plastic ones.
SHOW SOME LOVE
SHARE A KISS
LOVE CUP
Ondazul Blue Campaign

20. As part of the world ocean day event
campaign, the free drinks will be
given as an award for people to help
clean the beach or ocean and the
exhibtion of the plastic sea.
With different drink options as
targeted to the different market’s
preferences. Beer and tea for the
British and milk tea for the Chinese.
SHOW SOME LOVE
SHARE A KISS
LOVE CUP
Ondazul Blue Campaign

21. Ondazul Blue Campaign

22. W O R L D
O C E A N
D AY
World Ocean Day, 8 June,is marked
in a variety of ways, including
launching new campaigns and
initiatives, special events at
aquariums and zoos, outdoor
explorations, aquatic and beach
cleanups, educational and
conservation action programs.
That aims to compliment and
further support the campaign
with the resolution and action.
W O R L D O C E A N D AY I N S TA G R A M P R O M O T I O N
Ondazul Blue Campaign

23. O N D A Z U L T O T E B A G
As a solution and one of the merchandises of
the event, the tote bags are designed to provide
alternative choice to plastic bags. Encouraging the
audience to use reusable shopping bags.
Ondazul Blue Campaign

24. B L U E PA P E R B A G
As a solution and one of the merchandise of the
event, the blue paper bags pursue to replace the
usage of plastic bags as being recyclable and
contributes to sustainable production.
Ondazul Blue Campaign

25. B L U E T- S H I R T
As supporting part of the
campaign, which is the follow
up solution after raising
awareness and building
community, the world ocean
day event allows people to
participate in beach cleaning
activity to contribute in
keeping the ocean clean.
The Ondazul uniform will be
given out and worn by the
volunteers and participants.
Ondazul Blue Campaign

26. B L U E B O T T L E
As the resolution state of the
campaign, the blue bottle,
are reusable tumblers that
are made of decomposable
materials that can be
collaborative with brands to
promote it further.
Ondazul Blue Campaign

27. Ondazul Blue Campaign
ONDAZUL NGO
Home Page

28. ONDAZUL NGO
How To Help Page
As the link provided on the posters of the
campaign to call for action and resolutions.
Ondazul Blue Campaign

29. Ondazul Blue Campaign
ONDAZUL NGO
World Ocean Day Page

30. I N S TA G R A M F E E D I N S TA G R A M P O S T
I N S TA G R A M S T O R Y Ondazul Blue Campaign

31. VISUAL COMMUNICATION
CAMPAIGN RE-DESISGN
By Pan Yu Chen
Copy Right 2018