标题Ocean Vinyl
广告公司
广告战役 Ocean Vinyl
广告主 Sharp's Brewery
品牌 Sharp's Brewery
首次发布日期
行业领域 环境与生态问题
广告口号 We partnered Sharp’s Brewery with the charity, Surfers Against Sewage to help raise awareness of one of the biggest global environmental threats of our time, ocean plastic pollution.
剧情简介 Sharp’s Brewery is committed to protecting the Atlantic, the ocean that surrounds its home and inspires its brewing process. It even named a beer after it! It’s the reason why we created with Sharp’s music using sounds from the Atlantic in 2018, and signed the “act” to Universal under the stage name Keynvor - Cornish for “ocean” - with all royalties going to fund its protection. 
哲学 Touching on the Cornish roots of the brand, we collaborated Sharp’s Brewery with the voice of someone who is equally as passionate about ocean conservation - Universal Music’s Nick Mulvey - to create ‘Ocean Vinyl’, the first playable vinyl made from reclaimed ocean plastic from Cornish beaches. This campaign helped highlight the epidemic of plastic ocean waste while also raising money for coastal protection group Surfers Against Sewage. It turned the idea of single-use plastic, something that is constantly surrounded by negative press, into something positive; a way of spreading the charity’s message as well as encouraging people to help clean up the UK’s coastline.
One-hundred-and-five copies were pressed, and at launch, the track was available to stream via digital services, including Spotify and Apple Music, or purchase via Drift Records as a collectible piece. All proceeds from sales of the recycled record, as well as digital streams on Spotify and Apple Music, went to Surfers Against Sewage to help protect British coastlines from pollution, specifically plastic waste. 
问题 To build on the success of Keynvor and raise awareness of Sharp’s commitment to combating ocean plastic in the Atlantic and build an emotional connection with its audience, we partnered Sharp’s Brewery with the charity, Surfers Against Sewage to help raise awareness of one of the biggest global environmental threats of our time, ocean plastic pollution. Their goal was to raise awareness, raise funds and to try and inspire communities to take action to protect the ocean and its wildlife. We used our relationship with Vivendi to team Sharp’s Brewery up with Universal Music Group to assist with raising funds for the charity. 
结果 Not only did we create a new track, we created a new medium with Ocean Vinyl. A product with purpose, reminding people of the damage being done to our oceans. A smartly-designed-solution that puts a long-term value value on objects. From a disposable mindset to a love of craft and care. The same mindset that underpins Sharp’s Atlantic Beer.
The vinyl sold out within three-minutes of going live. The signed-copy raised £500 with more finding their way onto eBay.
The media lapped it up. Sky News described it as a “work of art’ in a three-minute breakfast slot. The vinyl featured in all of its heavenly glory on the BBC’s flagship Jools Holland Show with Nick Mulvey performing the track. Our message reached 24 million people in total.
The song was blasted out at the Extinction Rebellion climate protest with chants of “This is our Song”. Entertainment truly infiltrated culture. 
媒体类别 案例研究
长度
Group Chief Creative Officer
文案
美术指导
Business Director
客户经理
客户主管
广告公司执行制片
广告公司制片
广告公司制片
Associate Programme Director
战略企划
执行制片
导演
导演
摄影指导

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