Rahul Sachitanand
Aug 12, 2021

Unmasking a Covid cause of marine pollution

INSPIRATION STATION: Alibaba, WWF and F5 collaborated on highlighting the tremendous damage caused by 1.5 billion masks finding their way into the oceans.

'Fading Sea Creatures' by Qiurui Du
'Fading Sea Creatures' by Qiurui Du
Alibaba Group, WWF and F5 Shanghai recently launched a campaign that highlights the problem of disposable face mask pollution. Due to the Covid pandemic, more than 1.5 billion have sadly found their way to the ocean in 2020 alone, further burdening the earth's already battered water bodies. 
 
 
As a key online platform selling these masks, Alibaba wanted to find a solution to what has become a festering problem. The firm worked with WWF for Earth Day 2021 to generate more awareness about the issue.
 
 
Alibaba's plan included an event titled 'Fading Sea Creatures', a shocking live performance by emerging artist Qiurui Du. The performance focused on jellyfish, the world's most resilient sea creature, to convey the message of how even the oldest animal on earth that survived calamities, mass extinctions, and outlived dinosaurs, may soon fall to the consequences of mask pollution.
 
 
The performance featured Qiurui’s jellyfish painting which was on canvas made entirely out of disposable face masks. The painting was made with hydrochromic paint, which disappeared when the mask canvas was submerged underwater. The jellyfish painting reappeared when the mask canvas was removed from the water, conveying the message of how life will return to the seas when we remove the presence of masks from our oceans.
Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

5 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

5 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

6 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.