WWF Plasticus: naming a species after pollution

Scientists discovered a new deep-sea species contaminated with microplastics. We named it Eurythenes plasticus — making pollution impossible to ignore.

The campaign earned ADC Gold & Silver, generated 850M+ earned impressions, and shaped public discourse around ocean pollution. It was covered by every major news outlet and cited in policy discussions.

The lesson: when you give people something concrete to react to — a name, an image, a story — abstract problems become urgent realities.