Discovery faked athlete retirements to spotlight ocean plastic pollution, reigniting its scientific credibility and boosting viewership.
Business Problem
Discovery was facing a decline in its association with science. With ocean plastic pollution becoming an urgent but under-addressed issue, and Shark Week as a natural brand territory, World Oceans Day presented a perfect moment to reassert relevance and scientific credibility.
Discovery was facing a decline in its association with science. With ocean plastic pollution becoming an urgent but under-addressed issue, and Shark Week as a natural brand territory, World Oceans Day presented a perfect moment to reassert relevance and scientific credibility.
Creative Solution
We staged the sudden retirement of top aquatic athletes, like Vasco Ribeiro, without revealing why. Only on World Oceans Day did we unveil the truth in a film: the oceans are so polluted that not even humans have a place in them anymore.
We staged the sudden retirement of top aquatic athletes, like Vasco Ribeiro, without revealing why. Only on World Oceans Day did we unveil the truth in a film: the oceans are so polluted that not even humans have a place in them anymore.
Results
The campaign reached over 550,000 people, increased viewership by 7% year-on-year in the same period, boosted social followers by 8%, and secured dozens of press mentions — successfully reigniting Discovery’s link to science and environmental advocacy.
The campaign reached over 550,000 people, increased viewership by 7% year-on-year in the same period, boosted social followers by 8%, and secured dozens of press mentions — successfully reigniting Discovery’s link to science and environmental advocacy.
Agency: Mustard | Role: Creative Director
Revelation Film
