2020/2021 Winners & Shortlists

AQUARIUM OF TRUTH

BrandSPLASH FASHIONS
Product/ServiceFASHION COLLECTION
EntrantTHE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
CategoryCorporate Social Responsibility (CSR) / Corporate Image
Idea Creation THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Media Placement THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
PR THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Production THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

Splash, one of the Middle East’s oldest fashion brands, wanted to make a statement and spread awareness about their efforts to tackle plastic pollution with the use of recycled polyester across several of its collections. We needed to draw attention in stunning fashion and created the Aquarium of Truth, a special fish tank that painted the true picture of what one would really find at the bottom of the ocean and raise awareness of our impact on the world's oceans, directly where consumers shop for fashion goods. The experience left a lasting impact and drove people towards sustainable fashion.

Background

Rampant levels of pollution and uncontrolled waste dumping has turned our blue oceans into toxic catastrophes. By the year 2050, there will be more plastic in the oceans today than marine life with over 10.1 billion tonnes of plastic. As part of its commitment to significantly decrease the brand's carbon footprint, Splash aims to produce 80% of its products using sustainable and ethically sourced materials by 2020. To raise awareness on this and draw attention to Splash’s use of recycled polyester across several of its collections, which turns discarded plastic bottles into polyester thread used to make clothes, we worked on a unique installation that would connect with customers while they shopped for clothes and reinforce our collective impact on the oceans.

Describe the creative idea (20% of vote)

Fish tanks have always been known to replicate what one would find at the bottom of the ocean. From coral reefs to sunken ships with treasure, hidden caves, to even divers exploring the deep. They always paint a beautiful picture of what the ocean must look like. Unfortunately, what the oceans actually look like today are far from this perceived reality. So, we created the Aquarium of Truth. A special fish tank that painted the true picture of what one would really find at the bottom of the ocean in the future, if we do not take a stand against plastic pollution. Redefining the concept of a fish tank that people know and love, but with a hard-hitting truth behind it. That by 2050 there would be more plastic in our oceans than marine life such as fish. The Aquarium of Truth was set up at the annual Splash Fashion

Describe the strategy (20% of vote)

Shopping malls and fashion stores are the norm across the UAE and the use of single-use plastics has never been any higher. People consume plastic every day and then dump it, without any care for the impact of rampant pollution on our oceans and the environment as a whole. There is also a fascination for aquariums in Dubai especially in fashion circles and in popular spaces such as shopping malls. We made use of this to create a new kind of fish tank, the Aquarium of Truth and places it at one of the most popular shopping malls in the city and one of the most awaited fashion shows, where the who's who of the fashion industry turned up. We got their attention, made them aware of Splash’s sustainability initiatives and implanted the message of change that is critical for the future of our oceans.

Describe the execution (30% of vote)

Two fish tanks were created and filled with plastic instead of fish and the Aquarium of Truth was placed in one of the most visited shopping malls in Dubai and another was displayed during the annual Splash Fashion Show. Throughout the period of the campaign, we turned something that fascinates and captures the imagination of all age groups and turned it into a strong media vehicle with the message of sustainability and the difference that Splash is trying to make to tackle plastic pollution. Popular influencers from across the region were also roped in to experience the Aquarium of Truth. They shared the message with their followers, driving more people to come and experience it for themselves.

List the results (30% of vote)

The aquarium achieved: Total audience reach – Over 80 million Earned PR value - $ 2.23 million Influencer reach - 4,140,000

Credits

Name Company Role
Alok Gadkar The Classic Partnership Executive Creative Director
Mangesh Zemse The Classic Partnership Group Head - Design
Alok Gadkar The Classic Partnership Art Director
Mangesh Zemse The Classic Partnership Art Director
Ishar kar The Classic Partnership Copywriter
Anshuman Bhattacharya The Classic Partnership Copywriter
Sudeha Lamba The Classic Partnership Account Director
Shankar Chidambaram The Classic Partnership Senior Production Manager
Vitthal Deshmukh The Classic Partnership Head of Production
Shibeesh K Chandran Freelancer Editor