Zuzu The Crab

SC Johnson

Meet Zuzu, a hermit crab with a plastic bottle for a shell, inspired by millions of real hermit crabs tragically confusing our plastic waste for shells.
We made this small but mighty hermit crab a “spokesperson” for our oceans, moving people to take action on the pressing plastic crisis.
From a live Oscars appearance to social media, Zuzu’s endearing personality captures attention, educates, and gathers signatures to advocate for legislation that increases producer responsibility on plastic waste.

E! News
Good Morning America
Forbes
NBC
ABC News
CBS News
FOX
CW Network
People
Parade
The Dodo
Deuxmoi
Little Black Book
Yahoo!
AOL.
Sustainable Brands
Plastics News
System 1
The Cool Down

Agency: Ogilvy Chicago
Role: Concept, Creative Direction, Art Direction » Joined the team to help launch Zuzu’s short film with a PR stunt idea then sustaining it on social media and other initiatives.

Case Study

Zuzu first appeared walking the Oscar’s Red Carpet.

The curious audience found his social media handle.

Then started to speculate.
To our surprise, they even created a meme coin.

The next day, we told his story through a touching short film.

We sustained Zuzu’s Hollywood fame by turning him into a social media influencer.

On Earth Day (April 12th 2025), Zuzu was spotted out in the world.

And continued his journey partnering with 4Ocean to create 12,500 limited edition Zuzu bracelets.
These handcrafted bracelets are made from recovered ocean plastic and feature a custom Zuzu charm. They are exclusive to those who sign Zuzu’s petition.

Leading up to The United Nations World Oceans Day (June 8th 2025), popular influencers helped Zuzu gather signatures to save his home from plastic waste.

Then on June 9th 2025, Zuzu’s film was screened at the United Nations Ocean Conference, followed by a forum on plastic waste.