More than 11 million tonnes of plastic enter the ocean every year. Sungai Watch works to stop that pollution at its source by intercepting waste in rivers before it reaches the sea.

Rather than showing the consequences of pollution directly, we turned the problem into a visual metaphor. Familiar marine creatures were reimagined using common forms of plastic waste, including bottles, containers, cups and straws.

Fish, dolphins and octopuses became lifeless plastic counterparts, suggesting a disturbing future in which pollution becomes more familiar than the wildlife it threatens.

The result is a simple, expandable campaign that transforms an environmental statistic into an immediate visual idea, reinforced by the line, “The Ocean Didn’t Create These. We Did.”