Pangea

Social Cause Campaign - raising awareness of plastic-induced ocean pollution

Increase awareness of Pangea and its mission by crafting an immersive brand experience.

The Ask

The Problem

People don’t understand that their shopping purchases can have an immediate impact.

Illuminate the profound impact of everyday purchases on the ocean by educating individuals through OOH and experiential marketing, fostering greater awareness among individuals.

The Solution

The Background

As a brand, Pangea embodies a visionary approach to environmental sustainability, offering more than just products. Pangea recognizes the pervasive issue of ocean plastic pollution and has risen to the challenge by not only providing innovative solutions but by inspiring a sense of collective responsibility among consumers.

What did we find?

Research shows that 56% of everyday consumers actively engage in eco-conscious practices, with 32% adopting several healthy eco-friendly behaviors and 24% making sustainable purchases.

Our findings also indicate a shift where more individuals are demonstrating environmentally responsible behaviors compared to their engagement in eco-conscious purchasing habits.

Many individuals remain unaware of how their everyday actions and purchases contribute to environmental initiatives, due to a lack of visible impact, despite being informed about their effects.

Insight

Strategy

Make consumers feel confident in their purchases by educating them on how to make an immediate positive impact.

INTRODUCING

We aim to display ads in high-traffic areas like sidewalks and airports. All ads will be made with eco-friendly materials, including wheatpaste, recycled tarp, and shoelaces sourced from the cleanups. The ads promote reducing plastic in the ocean and aim to educate people about the harmful effects of ocean plastic pollution.

Awareness stage

Adopt stage

We will also collaborate with brands like Ben & Jerry's, Levi's, and Instacart to creatively educate people on reducing plastic usage through tailored approaches aligned with each brand's ethos and audience.

We encourage support for the plastic reduction movement through initiatives like the Pangea credit card, made from recycled ocean plastic. Users earn rewards for shopping at our partners, with a portion of non-partner purchases going to charity instead of cash back. This promotes awareness at every purchase, fostering consciousness about plastic sourcing and disposal.

Moreover, we will team up with LUSH Cosmetics to launch a limited Pangea Beach Bag featuring exclusive branded body care products for beach days. Proceeds from this collaboration will support our cleanup events.

Pangea and the Surfrider Foundation partner up to protect our beaches through a unique approach—by turning it into a party! Each month, a new venue is unveiled as surfers, beachgoers, and enthusiasts gather for a weekend cleanup event. A competitive spirit is encouraged, making the cleanup a fun and engaging experience for all.

Advocate stage