Task: Reignite public concern about ocean plastic pollution by finding a new way to tangibly demonstrate the extent of the problem.

Problem: People had become numb to messages about ocean plastic pollution, ignoring the escalating crisis. Meanwhile, contamination was reaching unprecedented depths, even affecting undiscovered marine life.

Truth: When scientists discover a new species, they have the unique opportunity to name it, presenting a compelling way to highlight environmental issues.

Proposition: A name has the power to make the invisible, visible. 

Solution: We collaborated with scientists to discover a new deep-sea amphipod species in the Mariana Trench. Finding PET plastic in its gut, we named it 'Eurythenes plasticus' and entered it into the taxonomic record. We launched a global campaign, starting with the ZOOTAXA publication, followed by cross-platform media and museum partnerships. We also created www.plasticus.school as an educational resource.

Effect: The campaign reached 4.7 billion people across 93 countries, generated €39 million in earned media, and engaged 1.2 million exhibition visitors. It gathered over 2.2 million signatures for a UN agreement to end marine plastic pollution, reigniting global concern and action against ocean contamination. It also was awarded over 47 awards at Cannes Lions, D&AD, Clio, LIA, One Show, and holds a Guinness World Record.