September 2007

How to starve to death on a full stomach. The 272 pieces of rubbish pictured above were fed to this fledgind albatross along with fish caught by its mother. The plastic accumulated in its stomach until it was literally 'too full to eat'. Careless and unregulated dumping is just one of the ways we're killing our oceans. Become an ocean defender at

Advertising Agency: Publicis Mojo Auckland, New Zealand
Executive Creative Director: Nick Worthington
Creative Director: Lachlan Mcpherson
Copywriters / Art Directors: Nick Worthington

Comments (19)

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huh's picture

Ah... now I know where I left my lighter...

akharwatkar's picture
Activity Score 79

Shucks! No NatGeo readers here? Not even one? This has really happened. There was an article on it in NatGeo in one of their 2006 issues. The photos in this ad are from the magazine. My first reaction to that article was and the photos, and now for this ad: "Man, I never knew that the plastic bits people leave behind after their picnics could cause so much damage. Got to be more careful."

elmikel's picture
Activity Score 1147

It's very sad...

...and this is a very good ad I wanted to say. Nice art direction and really good concept, must speak to the audience.

REJ's picture

I'm not usually one for shock tactics, but this one works. The headline is bang on, grabs my attention, and I like the art direction. Must admit though, while I agree with the overall message, I was a bit turned off when I saw it was for Greenpeace. They're notorius for using shock tactics and going to the extreme.

Salet's picture
Activity Score 288

Despite GreenPeace's reputation for shock, this ad is great. A real found example of the problem turned into a moving piece. Good work.

Guest's picture

Is that really true? OMG!

Danzecc's picture

Great work. Pure and relevant information, good line and art direction.

Ebay Make Money Selling Online's picture
Ebay ...

Sorry, but I simply don't believe this ad. Albatross is a clever bird, he simply can't eat SO MUCH plastic on his own.
I think that GreenPeace guys easily can stuff this pitiable birdy with all the trash pictured.

Ed Mintone's picture
Ed Mintone
Activity Score 585

Read the copy.

Salet's picture
Activity Score 288

Comments should be kept to the ad work, not conspiracy theories. Or are you one of THEM.

Guest's picture

a dead albatross baby with an opened stomach.
would be so much better as a direct mailing.

postman's picture
Activity Score 951

Now that's shock tactics!

Rog's picture
Activity Score 6080

A truth, well said.

>>>> That's not an ad. THIS is an ad.

Guest's picture

True but it's not that much.

Love ads visit -

picturejockey's picture
Activity Score 658

Hits the right spot

chinaski's picture
Activity Score 951

it can eat small pieces of stones as well. doesnt sound sound to me.
an albatros swallowing a lighter...

iT-iS-i's picture
Activity Score 1721

Make that two lighters! Hmmm, something smells fishy here and it's definitely not my top lip... Hmmm, how can two freaking lighters wet an albatrosses appetite, let alone fit down a fledglings throat? And surely the parent can distinguish between edible FOOD and raw materials, feeding a fledgling a lighter, twice? My bum! Are these guys telling us that albatrosses will find alternative sources of food - even pieces of iron metal, bottle caps and broken glass bottle tops, if they can't find anything digestible? Bullsh*#, these birds might as well then peck on wood and swallow. I don't know what's going on here, but this ish stinks. I don't and never will fathom this blight, it's just too freaking inconceivable!

Not even twenty tongue rings could (beep) with my speech...

:: Put your ears against the ground so i can walk over what you heard::

iT-iS-i's picture
Activity Score 1721

Hey Nat geo man up there, akharwatkar to be exact, that 2006 bugger all cra# article was a scam man. Believe dat nigga!

Not even twenty tongue rings could (beep) with my speech...

:: Put your ears against the ground so i can walk over what you heard::

db's picture
Activity Score 44

上次路過東興金灘 才半年時間沒去 那里竟然變得 ...哎... 不過可能也是和臺風剛過有關 但是最主要的問題還是在人
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