We turned fairy tales into a wake-up call, urging industry giants to do more in the fight against plastics in the ocean.

Smyle, a Dutch producer of plastic-free oral care products, has launched an awareness campaign about plastic pollution. The goal: to encourage both the industry and consumers to make the switch to plastic-free products and packaging.

When we heard that Smyle has already prevented nearly 10,000,000 plastic packages and microplastics from entering the ocean thanks to their plastic-free packaging, we knew we had to make this visible in a striking way.

We used well-known sea icons like Nemo, Ariel, and Moana. We show these icons in their natural habitat and these days, that’s not the beautiful scene we're used to from fairy tales and cartoons. Smyle is continuing this mission and will launch many more initiatives so that together, we can make a real difference, now and in the future.