#OceanDetox Exhibition by WWF Germany and Savespecies

Combating the Plastic Flood: #OceanDetox Exhibition Tackles Ocean Pollution in the Digital Realm

WWF,
2022

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.

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.

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).

3

Global awards won
2,453

2453 kg of plastic removed from the ocean

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What they say about us

“Partnering with WWF and Savespecies to build awareness on the ever increasing plastic pollution, while raising funds to preserve our planet in all its beauty and rich life is a no brainer for us at Journee. Especially as a father of three, protecting earth and leaving it to the next generation in the best condition possible is key to my heart. I am delighted to facilitate the WWF Metaverse, by merging the beauty of art and technology in a virtual place and thus contributing to protecting the planet we all call home.”

Thomas Johann Lorenz

Co-Founder & Former CEO of Journee
We are grateful to be able to enable the Metaverse to be applied in the field of sustainability and species protection by WWF.”

Mio Loclair

Co-Founder & CEO of Journee
"Following the huge and ongoing success of our Non-Fungible Animals campaign, we are excited to once again deliver a project that uses the digital space to do good in the real world with smart and resource-saving solutions. For this, we are once again generating attention by combining technological innovation and meaningfulness. We thank Journee for the support to run this experience on their platform."

Karl Nowak

Business Development & Digital Strategy, WWF Germany
"With opening of #OceanDetox we want to bring attention to the urgency of the plastic crisis and at the same time actively contribute to fighting it. Our virtual exhibition room will continue to grow in the future and support species protection - as a digital Noah's Ark, so to speak".

Etienne Kiefer

Savespecies artist and idea giver behind the project