Turning plastic waste into a ballot
Norway’s seafood industry is a key contributor to the national economy and employment, but it also faces significant criticism both domestically and internationally. To respond to this, Sjømat Norge partnered with the advertising agency Smeh to develop a comprehensive, multi-channel campaign aimed at increasing understanding of the aquaculture industry and addressing public concerns.The campaign was grounded in transparency and honesty. Rather than avoiding criticism, Sjømat Norge openly acknowledged the industry’s challenges and took responsibility for its shortcomings, while also highlighting the concrete actions and long-term efforts underway to create a more sustainable, responsible, and forward-looking seafood sector. By doing so, the campaign sought to build trust and establish a foundation for constructive dialogue that could help drive industry-wide change.All campaign activity led audiences to a central information hub designed with a magazine-inspired layout and generous use of whitespace. The platform presented stories, insights, and factual content that explained how the industry operates today and showcased the initiatives being implemented to support continuous development and improvement.
Sonar
By using sonar sensors, we can detect objects as they pass trough the trashcan. The sensors are protected by a custom 3D printed housing.
Prototyping
Mounting and assembling the installation ahead of time to test the solution. Including cable routing and calibrating the sensors.
Results
During the two weeks the installation was on display at Oslo Central Station, a total of 2,851 votes were cast in the bins. Politicians received the most votes (1,568), followed by the business sector (693) and producers (590).At the time of writing, the petition for a global plastics treaty has gathered over 40,000 signatures.
Signatures40,000
Trash Votes2,851