The film shows a child who is recreating in his aquarium the marine environment he knows for his goldfish: stones, plastic seaweeds and an amphora. Then, he adds consciously and naturally a tire, a shoe, a washing machine...
Finally, he empties an ink cartridge into the water. Satisfied, he puts his goldfish into the aquarium. Evidently, the little boy is copying what he knows... This is a disturbing demonstration of the urgent necessity to react so as not to let the sea become a trash bin.
Rather than showing the alarming pollution of the sea, the idea was to denounce general "irresponsibility" through the eyes of a child.
The campaign tagline "we can't change sea water. We can change the behaviours" reminds us in a simple and effective way that everyone has a role to play in preserving the earth
The agency has produced, pro bono, a cinema commercial about the protection of marine environment. The goal is to arouse awareness and encourage everyone to have a more respectful behaviour towards the nature, and particularly towards the sea