Copywriter: Hung Nguyen
Designer: Ngoc Minh Nguyen

Problem:
The more people consume plastic bottles, the more plastics end up in the ocean and kill marine lives.
Insight:
It’s so easy to just open a fridge, take out a bottle and pay.
Thought:
What if we make that process harder, and visualize the problem right at that touch point?

IDEA: THINK BEFORE YOU OPEN
OK it’s a normal fridge with plastic bottle products inside, but we filled it with… water, in which we keep ONE FISH. Yes, a living fish, so that people would hesitate to open the fridge as the water would be poured out and kills the fish.
On the glass, we show the message: “There’s more plastic than fish in the ocean. Think before you open”