Cannes Lions

Tick Tock

VML, New York / LONELY WHALE / 2018

Digital Proof JPG
Supporting Content
Demo Film

Overview

Entries

Credits

Overview

Description

To show all the problems plastic pollution brings to the oceans, we activated volunteers globally to find marine debris at beaches and help us assemble sculptures that resemble “ticking time bombs”. Each sculpture is linked to a statistic about the dire situation and to the location where the marine debris was found, urging people to help take action before it’s too late.

Execution

A series of ticking time bomb sculptures were built using real marine debris sourced from various locations around the world. Once the artist created the sculptures. Specific pieces of plastic were accepted to be part of the sculptures along with the attention to detail of the local elements that were found on the location of the particular beach. The sculptures were then photographed on a stark white background and complemented with slashes inspired from

The date of 2025 our timer is ticking down from. The headline complementing each sculpture represented a stat that affected the area by marine debris and always ended with the words tick tock to heighten the urgency.

Outcome

Within just few days of launching, the campaign has garnered interest from other organizations to partner, along with scientists to launch a data driven call to action using Tick Tock as the base campaign. The interest level has also lead to the commissioning of new “ticking time bombs” and an activation to let the world help stop this bomb from ticking any closer to us.

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