SITUATION
More than 250M metric tons of plastic pollution are suffocating Earth’s seas. And with 11M more added each year, it’s clear this crisis isn’t getting the attention it needs. Why? Well, no one’s really responsible for the ocean – no nation, no individual, no centralized organization… the ocean “belongs” to all of us, but this diffusion of responsibility tends to beget neglect. As a hero for water in and outside the home, Moen knew it needed to do something about it.

INSIGHT
When we own something, we take care of it.
We buy flood insurance for our homes, we dry clean our down comforters, we buy raincoats for Birkin bags for God’s sake (ok, that one might be a little niche, but you get the idea).

EXECUTION
As we contemplated ways to inspire a sense of ownership, we were also tracking an emerging cultural conversation around NFTs – a new technology challenging notions of ownership altogether. We seized the moment, hitching a human truth to a cultural wave by creating the first NFT collection to put ownership of the ocean up for auction. Five artworks represented five specific epicenters of ocean plastic, and proceeds went toward keeping each one clean.

RESULTS
All five NFTs sold for 3x their asking price – raising funds for our NGO partner 5Gyres, a monumental 1,377% increase in traffic to Mission Moen, and most importantly – a true sense of ownership over the health of our oceans.

CO-CONSPIRATORS
Bruno Guimaraes (GCD), Brett Terblanche (CD), Luiz Vicente Simoes (CD), Shane Smith (AD), Anna Crane (CW)