To draw attention to the enormous amount of plastic waste in the ocean the idea was to create something fun, powerful and new. So, we decided to spread our message through a product. But not an usual one. We made a line of wonderful dildos made from plastic removed from the sea: The Ocean Dildos.

To promote them, we created a fun and irreverent campaign: ‘Don’t f*ck the ocean. Do it with yourself’, which included TV spot, music video, social campaign, radio spot and several other pieces. We also sent our dildos to digital influencers and world leaders. The message quickly spread among the target and the dildos became a true object of desire. And so, we got the millennials attention to a problem that they were aware of, but simply don’t gave a f*ck.

The dildos are made 100% from plastic waste collected from the ocean and the colours are the same as the original material used in production. The Ocean Dildos quickly became PR news and an object of design. We produced a limited series of pieces. Part of this production was sent to leaders in the countries that most pollute the ocean. The other was sent to influencers and celebrities engaged in the cause. After that we launched a film on TV, Cinema, and Internet that explained the idea. The first flight had the support of pieces in social media. Then the second step was to launch an animated film with sea characters singing an original song about the campaign. All pieces invited to go to a website where it was possible to find out more about the campaign and enter a prize draw to win an Ocean Dildo.

+72 MM impressions

+42 MM people reached

98% of positive mentions

+32% in searches for recycling spots

The dildos became object of desire

Thousands of millennials talking about an environmental problem