A beach clean up powered by music that takes the collected plastic and turns it back into music.

‘Beat the Bottle’ is a series of clean up events led by music.

We commissioned a dedicated track ‘Come Clean’, by Chaos Emerald and Jayteehazard.

Then, at each event, we collect plastic from the beach and press it into records, there in front of everyone's eyes. Each record is pressed with the official campaign song.

By coming along and cleaning up the beach, people become part of the record making process. And cleaning up becomes fun and rewarding.

To make Beat the Bottle happen we:

- teamed up with Sydney’s existing beach clean up groups who have the know-how and understanding to do it well

- created a new, original song using sounds of marine plastic

- brought in Sydney’s coolest radio station, FBI, who set up local upcoming DJs at each event and helped promote the events

- took the collected marine plastics and pressed it into records, featuring our original song, right there on the day.

We piloted the concept at two locations in February 2018. We are now rolling out across 17 beaches in spring summer 2018/9.

• Participating beach clean up groups saw a 400% increase in sign ups (on average)

• 13 million media reach

• Off the back of a successful trial, expanding to a 17 event Spring/Summer series in 2018/9

The audience is the younger generation. Research shows that more and more, Millennials care about environmental issues. The problem is, at the same time sales of bottled water are up 20% year on year.

Previous campaigns have focussed on the ridiculous price of bottled water (when tap is free) but haven't worked.

We believe it is not until people see - and touch - the problem bottled water creates, that they rethink their role in creating it.

So, our strategy was to find a way to encourage the young cool kids to get down to their local beach, join a beach clean up, see the problem for themselves and then reconsider purchasing bottled water to begin with.

The world uses 400 billion plastic bottles each year and less than half get recycled.

They end up in landfill or in our waterways. People don’t understand the problem until they have to pick it up off a beach they love.

So, our goal was to get more people to understand by making it fun for them to get their hands dirty cleaning it up.

And, in doing so, get them to rethink buying single use plastics - including bottled water - to begin with.