Moen is champion for all things water – not just in the home, but for the entire planet. Last year they introduced Mission Moen, a brand pledge “to protect and innovate for the water of tomorrow.” And this Earth Day they wanted to announce their latest commitment under this pledge: to repurpose 2,000 tons of ocean plastic to make parts for products and packaging, transforming a threat to our oceans into a sustainable resource.
We were challenged with creating a breakthrough way to bring awareness to this latest commitment and also give people a way to join in and help. We created 5 NFT’s, each one representing the plastic from the most threatened parts of our oceans. We sold them and used the profit to help cleaning those same locations.
No country, nobody, no brand owned the ocean up until our project. This lack of ownership is the reason why everybody dumps plastic and trash into the waters without remorse. We created NFT’s to represent the ownership of ocean plastic, and with it, we also created physical “Deeds Of Water”, that we sent to the NFT’s owners as a direct mail effort.
