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
Yahoo!
AOL.
Sustainable Brands
System 1
The Cool Down

Agency: Ogilvy Chicago
Role: 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

Short Film