#OceanDetox exhibition by WWF Germany and Savespecies
Combating the Plastic Flood: #OceanDetox Exhibition Tackles Ocean Pollution in the Digital Realm
Client: WWF
Year: 2022
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Saving the real world by doing good in the virtual world
Did you know that every year, up to 23 million tons of plastic waste finds its way into our oceans? That's equivalent to about two truckloads of garbage per minute! WWF Germany, Savespecies, and Journee teamed up for the first-ever digital exhibition named #OceanDetox in the Metaverse.
Accessible from anywhere in the world, this exhibition aims to support the real-world efforts of World Cleanup Day, a global initiative to rid the planet of harmful waste. With over 20 million people in 180 countries taking part, it’s clear that the call for a cleaner environment is universal.
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Brief
Animals get caught in this garbage or mistake it for food and often die in agony.
It is estimated that 90 percent of seabirds and half of all sea turtles swallow plastic parts. Plastic waste decomposes over the years into ever smaller microplastic particles, which can no longer be removed from the ocean and accumulate in the food chain.
That is why, with the power of the metaverse, we created a space to educate and empower the users about the crisis of plastic and trash flooding into the seas. Together we can make a difference. Gamifying the relationship to impossibly difficult environmental problems invites a new generation of users to collaborate with NGOs that are working hard to make the planet a more liveable, healthy place.
Solution
#OceanDetox is not just another virtual experience. It is a unique and transformative way to make a real-world difference.
Through this hybrid metaverse, gamers have the ability to make a tangible impact by purchasing trash NFTs to remove real trash from the ocean. But it's not just about cleaning up our planet. This revolutionary project also raises awareness and educates people about the devastating effects of plastic waste on marine wildlife.
The centerpiece of the exhibition was an anamorphic whale composed of 50 floating plastic waste objects. These detailed designed objects could be purchased as digital art. A focal point of the global plastic crisis is Southeast Asia - the digital art sale supported, for example, the work of the WWF to combat the real plastic flood in Vietnam.
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Success
Already, the results are encouraging: 2,453 kg of plastic have been removed from the ocean due to this digital experience, even as project leaders aim to increase that number.
It’s a big first step in what WWF Deutschland is calling “Play to Donate,” tapping into the massive economic sphere of gaming and digital experiences possible in the metaverse.
The success of this virtual showroom has been recognized with several prestigious awards, including the 2023 Webby Metaverse Award for Activism (Winner), the 2023 Webby Advertising, Media & PR Award for Best #web3 Campaing (People’s Voice Winner), and the 2023 Webby Advertising, Media & PR Award for Best #web3 Campaing (Webby Winner).
- 3Global awards won
- 2,4532453 kg of plastic removed from the ocean