When a new species is discovered, it is allowed to be given a name. That's exactly what we did. To take a stand against ocean pollution, we named the new deep-sea species after the plastic found in its body - Eurythenes plasticus. This discovery was accompanied by a cross-platform campaign that included paid social media, cinema, OOH, digital OOH, and permanent museum partnerships. Each touchpoint urged people to sign a petition demanding a legally binding global UN agreement to end plastic pollution in the oceans