New Aqua Creatures

VEEN gets its waters from the purest sources, places completely untouched and unpolluted by humans. It is therefore only natural that we support the cause of man-made pollution. While we continue to work harder to ensure all our products are packed in biodegradable materials, this is our effort to inspire ourselves more, and urge others to be responsible towards the environment as well.
Conceptualize and execute an ad campaign to spread awareness about the dangers of plastic bottles and their improper disposal, and their negative impacts on the environment.
We looked into the ill effects of improper waste disposal, and found that the worst affected are our oceans. Marine life around the world is seriously affected by plastic waste, often getting entangled, or choking to death and drowning due to ingesting the waste.
Plastic bottles and straws, mainly from the packaged water and aerated drinks industries, are a large contributor to the generation of such waste, and in the campaign we have directly brought this issue to light. The thought was to work with highly relatable elements and show how our favorite cold-drinks/juices are affecting our most loved sea creatures, to create a sense of guilt and invoke a sense of responsibility in each one of us.
We attempted to execute this concept by creating a powerful visual narrative, while pairing it with an impactful message through the copy.
We took our favorite sea creatures, and placed them in a world of plastic. Visually it is the sea and its creatures, caught up and entangled, choked in their entirety. The copy aims to provoke using an extremely direct approach, aiming to be high impact, and to invoke the feeling of guilt, ending in the extremely straightforward message – ‘Stop drowning our oceans’, while bringing our biodegradable packaging practices into the light.