Bringing back life to our seas
Marine mask pollution is an alarming side effect of the COVID-19 global pandemic. More than 1.5B masks went into the ocean in 2020. While a large number of marine life are affected by increasingly polluted oceans, one sea creature isn’t as susceptible — jellyfish. On Earth Day 2021, Alibaba Group and WWF did a live performance with artist Qiurui Du to show the gravity of the problem. Du painted jellyfish on canvas that was made entirely out of disposable face masks. The painting was made with hydrochromic paint which disappeared when submerged underwater, conveying the message of how even the oldest animal on earth that survived calamities and mass extinctions can soon fall to the consequences of mask pollution.
Campaign
Viral Maketing Stunt
Client
Alibaba Group x WWF
Year
2021
Stunt Video
The jellyfish painting reappeared when the mask canvas was removed from the water, letting the audience know that life will return to the seas when we remove masks’ presence from our oceans.
Featured on:
Campaign US, AdAge, The Stable, Digital ING, Adobo Magazine, Campaign Brief Asia, Nowy Marketing, STYL.PL, and AdNews.
