A “rubbish” design to encourage beach-goers to clean up their act.
It’s estimated that by the year 2050, there will be more plastic in the sea than fish. Clean Coast is a collaboration effort involving several towns on Sweden’s west coast, all united by a single mission: to stop the rising tide of plastic.
To raise awareness, we reimagined the traditional Fish Chart — a familiar staple in every Swedish classroom — by replacing the fish species with discarded plastic items like water bottles and food cartons. With zero budget, we relied entirely on people’s goodwill to bring the project to life and help spread the word.
Awards & Nominations: Cresta Print/OOH: Shortlisted • Resumé Månadens Utomhus (Outdoor ad of the month): 3rd place
DN Reklamcupen (DN Advertising Cup): Quarter-finalist
OUTDOOR PLACEMENT
To confront beach-goers, billboards displaying the fish chart were placed strategically along popular beachfront locations.
THEY TALKED ABOUT IT
GET YOUR OWN POSTER
To push the initiative further and help raise funds, a physical poster-version of the fish chart is available to
purchase here.
