At the centre of the Ocean Bottle brand is a commitment to helping the environment and communities – when you purchase one of its reusable water bottles, the brand funds the collection of 1,000 ocean-bound plastic bottles in weight, and collectors in coastal communities exchange this plastic for healthcare, education or income.

Ocean Bottle wanted to help its audience see that taking small actions as a unified collective could have a bigger, tangible impact on the world. However, it recognised that it needed a more original way to capture their attention – one that felt inclusive, not finger-pointy.

To do this, Drum created the #Econfession Challenge, which encouraged the public to admit to their not so eco-friendly habits or behaviours that they would like to change. Ocean Bottle then launched it by leading by example, with employees unashamedly sharing their own #econfessions to show that even they don’t get it right all the time.

In an animated social short, Ocean Bottle employees’ eco faux pas were brought to life, in a way that was eye-catching and positive and embraced humour. The video rallied for the public to make an #econfession of their own – with the promise to stop ten plastic bottles from ever entering the ocean for each one made.

To further the impact of the #Econfession Challenge across social, passionate influencers who believed in the cause and existing brand ambassadors shared their own #econfessions.

Agency: Drum
Managing Director: Ruth Griffin
Group Creative Director: Claire Baker
Associate Creative Director: Emily Drake
Creative: Caroline Phillips
Senior Strategist: Hayley Hildred
Account Manager: Kellie Galer
Senior Producers: Fred Salmon, Phil Harris
Motion Designer: Gabriel Lindsay
Client: Ocean Bottle
CEO & Co-Founders: Will Pearson, Nick Doman
Head of Growth: Morgan Young
Brand & Partnerships Manager: Ayaan Bulale
Community & Partnerships Executive: Chloe Cross
Creative Lead: Jess Price
Director/Illustrator/Animator: Robert Wallace @ Parallel Teeth
Senior Producer: Zoe Muslim @ Strange Beast
Music and Sound: Tom Carrell, Vincent Oliver @ Skillbard