FRIENDS & FOES
STORY BRANDS FOR THE 21ST CENTURY
A SOCIAL MOVEMENT BECAME AN ICONIC AMSTERDAM SOCIAL BUSINESS
The first Plastic Whale boat
Fishing with school children
Catching ten thousands of bottles per year

IT ALL STARTS WITH A FORMIDABLE FOE

Marius Smit started Plastic Whale with the idea of making a boat out of the plastic waste from the Amsterdam canals. Because there is more than enough talk about plastic soup, but so little you can do yourself. Together with Rogier (Friend & Foes creative friend) they embarked on the long journey to collect enough people and plastic waste to make a boat together.

CREATING A SOCIAL MOVEMENT

The idea of making a boat from plastic waste from the canals inspired many volunteers, boat specialists and boat builders to join in Plastic Whale’s mission. A social movement was born and soon every Amsterdammer knew Plastic Whale. We created social media campaigns, events, canal boat posters and many other materials to get the message across.

FLOATING BILLBOARDS FOR GOOD

When we finally had the first boat, the new business model emerged: boat rentals for company events. So that their employees can fish plastic from the canals themselves. Every new boat, made from the waste that had been collected, can also be sponsored by a brand. That way the boats are floating billboards for those brands and show that they want to roll up their sleeves against the plastic soup.

GLOBAL INSPIRATION

There are now more than 10 boats fishing for plastic in the Amsterdam canals every day. The movement has already spread to other cities. The initiative is internationally recognized as a progressive and inspiring example. It clearly shows how you can take action against plastic soup and create awareness in a positive way with creativity and entrepreneurship. And Marius? He is traveling the world to give lectures to business people and academics on how to create a positive movement.

Created and produced at creative agency Lemon Scented Tea