The Longest Live streaming ever

Client: WWF

Discipline: Brand Experience

The idea

The excess of plastic in the seas and oceans, pollution, and the threat to animal life are, unfortunately, nothing new. The images of plastic material floating or at the bottom of the sea, marine animals in agony, scientific evidence, debates, and declarations come from all quarters. But with the risk of the subject becoming "trivial" and leaving the political and media agenda, it was necessary to provoke a large wave of support for the cause of preservation that reached politicians and government officials. NOSSA teamed up with WWF, the largest independent global conservation organization, to do this in a completely new way. A petition was not enough, it was necessary to find a new angle to talk about the theme, attracting attention and provoking a reaction. Knowing that a small plastic bottle can take 450 years to decompose, we wanted to dramatize this fact so that everyone is aware of the scale of the problem. And so the longest Live Streaming ever was born. A camera pointed at an empty plastic bottle, broadcasting live, 24 hours a day, with the end of the transmission scheduled for 450 years from now. All through a website created for this purpose, with a clock ticking down at the time we made our new website, there were 446 years and 307 days to go...) This action quickly became a viral phenomenon, widely shared on social media. Along with media coverage, the petition was signed by more than 450,000 people and had a reach of almost 2.5 million people in Portugal, including members of the Government. And it contributes to the ban on the sale of single-use plastic, enacted in the country in 2020. An example of communication that went to the bottom of the issue and straight to everyone’s conscience.