Using imagery created with AI, this campaign raises awareness about the critical issue of balloons ending up in our oceans and causing harm to marine life. The design aesthetic is heavily influenced by vintage Japanese movie posters and magazine covers from the 1960s. In the campaign, balloons are represented as monsters that threaten our ocean's inhabitants. The headlines, integrated with the overall design, use the words, “scourge,” “menace,” and terror, to help recalibrate our assumptions of the true impact of floating balloons. For example, balloons are the number one killer of seabirds worldwide. Their impact on dolphins, whales, and turtles is also heartbreaking. The tagline, “Always catch. Never release.” Encourages people to practice new behaviors so that we can celebrate in ways that are safer for the marine life we all love.
