WhiteGREY handles new Volvo campaign

By Jonas Lopez in Marcoms News on

Living Seawall whiteGREY campaign (photo credit: Campaign Brief)PR outfit WhiteGREY Sydney has joined forces with the Australian arm of Swedish automaker Volvo for a new environmental campaign, called The Living Seawall.

A joint undertaking by whiteGREY, Volvo Car Australia, the Sydney Institute of Marine Sciences, and Reef Design Lab as part of the UN’s World Environment Day initiative, The Living Seawall comprises concrete tiles arranged in a pattern resembling the roots of the mangrove tree, which was once present in Sydney Harbour. The tiles themselves are made of reinforced concrete inlaid with fully-recycled plastic fibres.  

“Sustainability and innovation are at the core of Volvo’s brand philosophy and the Living Seawall reinforces Volvo’s commitment to tackling ocean plastic pollution,” said whiteGREY national executive creative director Chad MacKenzie.

“Solving the problem of plastic requires a truly innovative approach to creativity. In collaboration with SIMS and Reef Design Lab we came up with the idea of using concrete reinforced with recycled plastic to create seawall tiles that mimic the design of native mangroves. When attached to existing seawalls, these tiles promote biodiversity and that helps to improve water quality.”

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