19: BRAND PURPOSE (Brand Purpose)

Eurythenes plasticus - A new species - WWF Germany JPG
Eurythenes plasticus - A new species - WWF Germany MP4 2m:05s

Eurythenes plasticus - WWF Germany
A new species

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Eurythenes plasticus - WWF Germany - A new species

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Title of Entry: Eurythenes plasticus
Brand: WWF Germany
Product/Service: A new species
Client: WWF Germany
Entrant Company: BBDO Group Germany GmbH
Creative Team: Chief Creative Officer: Till Diestel
Creative Managing Director: Kristoffer Heilemann
Executive Creative Director/Script: Andy Wyeth
Art Director: Bernd Rose
Art Director: Marco Serra
Art Director: Rosario Brancato
Copywriter: Christian Korntheuer
Copywriter: Marcos Alves
Creative Technologist: Martin Boeing-Messing
Entry Notes: For cat. 19 / Brand Purpose
Other Credits: Client: Hanna Eberhard
Client: Theresa Reis
Planning Director: Benjamin Pleissner
Strategic Planner: Kyle Duckitt
Production Director/Producer: Kat Wyeth
Production Company: Sehsucht GmbH
Creative Support: Hans-Christoph Schultheiss (Sehsucht GmbH)
Producer: Stephanie Huelsmann (Sehsucht GmbH)
Chief Production Officer: Steffen Gentis
Post-Production Company: CraftWork – a brand of ad agencyservices GmbH
Music/Sound Design/Composer: Alex Komlew
Audio Production House: Studio Funk GmbH & Co. KG
Sound Engineer: Arne Schultze
Director: Hans-Christoph Schultheiss
Director Of Photography: Niklas Lemburg, Alexander Link
Editor: Juhn Kim
Animation: Juan Pablo Brockhaus, Lucas Wendler (Sehsucht GmbH)
Retoucher: pretty on point
Scientist/Voice Over: Dr. Alan Jamieson (Newcastle University)
Scientist: Johanna Weston (Newcastle University)
Media Agency: Hearts & Science Germany GmbH
Media Agency: OMG FUSE
Influencer Agency: Intermate Media GmbH
Social Media: Facebook Germany GmbH
PR Agency: Wildstyle Network GmbH
Sector: N/A
Notes: Germans are some of the best sorters of rubbish in the world, but well under 30% of our plastic is recycled. Rather than dealing with our own trash, Germany is the third biggest exporter of plastic waste (behind the USA and Japan) to countries in South East Asia. The ocean plastic problem goes far deeper than anything previously imagined. The problem is so bad that new deep-sea species are being found already contaminated by plastic.

When you find a new species you get to give it a name. To highlight that our ocean plastic problem goes deep, we named a new deep-sea species after the plastic found inside its body - Eurythenes plasticus.

This idea is the culmination of over one and a half years of collaboration together with world renowned marine ecologist Dr Alan Jamieson from Newcastle University. The campaign launched on 05.03.20 with the official publication of the Scientific Manuscript, creating history and making Eurythenes plasticus officially part of our planet’s taxonomic record. Within hours, a worldwide conversation had ignited over the extent of the plastic pollution in our oceans in over forty countries. Following the publication of the new species, we rolled out a cross-platform campaign (paid social, OOH, digital OOH, cinema) that encouraged people to sign a petition asking for a legally binding global UN agreement to put an end to marine plastic pollution. This cross over of advertising and science enabled us to eternalize the idea by partnering with national and international museums – including the Smithsonian – to permanently display the new species as an educative awakening for the conservation of our oceans.

Launched during the rise of COVID-19, Eurythenes plasticus still made a lasting and global impact.

- The new species and the environmental topic was discussed across all major German media outlets and even generated global coverage in over 40 countries. In just 48 hours, Eurythenes plasticus achieved 1.4 billion earned media impressions (for $0 spend).

- The media frenzy is estimated to have generated €12 million in earned media value and thanks to the social discussion, over 93 counties were impacted.

- The permanent museum exhibitions have had over 410,000 combined visitors to date and new partnerships requests continue to be supported.

- Due to massive interest from schools to integrate the subject into the curriculum, we developed together with the scientists the website plasticus.school as an international educational resource that has thousands of downloads to date.

- Eurythenes plasticus received a Guinness World Record as the first new species contaminated by plastic.