Wilson, the iconic volleyball, stars in a powerful OOH campaign turning ocean data into an emotional journey about plastic pollution and climate change.
Wilson the Volleyball Becomes the Face of Ocean Awareness
“Wilson,” the legendary volleyball from Hollywood’s Cast Away, takes on a new leading role—this time, in a global environmental campaign. Titled The Odyssey of Wilson, the initiative uses real oceanographic datasets to tell a deeply moving story about plastic pollution and its devastating long-term impact on marine ecosystems.
A Multi-Sensory, Data-Driven Experience
Backed by UNESCO and developed by the Onda Azul Institute in collaboration with telecom giant Vivo, the campaign brings 450 years of ocean data to life through interactive and emotional storytelling. As Wilson drifts through the world’s oceans, the experience highlights rising temperatures, acidification, ice shelf collapse, and the slow transformation into microplastics.
Launched Ahead of the 2025 UN Ocean Conference
Timed with the upcoming United Nations Ocean Conference 2025 in Nice, France, the campaign uses Wilson’s imagined journey to symbolize the harsh reality of long-term marine degradation. It’s not just art—it’s science, made visual.
Shocking Ocean Data from UNESCO
According to the State of the Ocean Report 2024 by UNESCO, the following findings are driving the campaign’s urgency:
- 2023 was the warmest year on record for ocean temperatures, now 1.45°C above pre-industrial levels.
- Sea levels have risen 9 cm in 30 years, with warming oceans now responsible for 40% of this increase.
- Ocean oxygen levels have dropped 2% since the 1960s, creating over 500 “dead zones.”
- Acidity has increased by 30% and could rise 170% by 2100—disrupting species like shellfish and corals.
- Plastic waste in oceans is estimated between 1.1 and 4.9 million tons, with discarded fishing gear as a top contributor.
Turning Science Into Action Through Outdoor Storytelling
The campaign transforms complex climate data into a compelling OOH activation, aiming to inspire viewers and policy-makers alike. Wilson becomes the metaphor for marine life, facing the “triple threat” of warming, acidification, and oxygen loss—akin to being trapped in a room that’s heating, thinning in air, and becoming acidic.
Vivo’s Role in Sustainable Innovation
Vivo provided the technological infrastructure to convert scientific models into immersive, multi-platform storytelling. Their contribution ensures that audiences don’t just learn the facts—they feel them. This partnership reflects Vivo’s long-term commitment to environmental sustainability through digital innovation.
Aligning with Global Sustainability Goals
Led by the Onda Azul Institute and supported by UNESCO and Vivo, the initiative aligns with the UN Sustainable Development Goal 14: Life Below Water. It’s a powerful example of how outdoor advertising can shift perspectives and prompt real-world change.
