Behind The Work


Senior Writer and Editor
Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.
To celebrate Earth Day, Havas Chicago teamed up with Moen to highlight the stark reality facing our oceans.

More than five trillion particles of plastic cover the ocean’s surface, causing serious problems for our Earth. On Earth Day (April 22), Havas Chicago teamed with Moen (a leader in water experiences in the home), on an innovative campaign to help address this huge environmental challenge. The campaign auctioned off five NFTs (non-fungible tokens) of artwork inspired by the five major global ocean gyres as part of its Mission Moen sustainability commitment.

The insight: Plastic pollution belongs to all of us, but the ocean itself is owned by no one.

“The fact that eight million pieces of plastic end up in our oceans is astonishing. It feels like we aren’t giving the problem the attention it deserves and we realised, maybe that’s because it’s not personal,” said Bruno Guimaraes, Group Creative Director, Havas Chicago. “When we own something, we take better care of it. So, together with Moen, we decided to map, divide and auction off portions of an area of the ocean with high concentrations of plastic.”

The NFT auction is a revolutionary way to invest in the future of water. Each NFT holds the coordinates to an area of ocean overwhelmed by plastic. Proceeds from the auction will benefit 5 Gyres, a leading non-profit organisation focused on stopping the flow of plastic pollution through science, education, and advocacy, to fund their work focused on stopping plastic pollution at the source.

“As the industry leader, we at Moen already feel a responsibility to care for our planet, which is what inspired Mission Moen, our promise to help protect and preserve our world’s most precious resource – water,” says Mark-Hans Richer, chief marketing and innovation officer, Fortune Brands Global Plumbing Group. “By putting the ocean into the hands of consumers, we’ll give them a chance to have a unique personal stake in improving our world.”

The NFT auction builds upon Moen’s aggressive sustainability goal, which is a promise to use Moen’s products and innovations to save one trillion gallons of water by 2030. Moen is adding a new Mission Moen commitment as part of the ocean-plastic initiative: to recover and repurpose 2,000 tons of ocean-bound plastic by 2030.

The team took steps to render its NFTs carbon negative to further protect and preserve the environment. The auction for these one-of-a-kind pieces of art closes today (April 28) at

Moen is launching this effort by incorporating recycled ocean plastic into packaging on one of its most popular products – with plans to integrate recycled ocean plastic into products and packaging on an even larger scale moving forward. By both helping stop pollution before it starts, and repurposing existing ocean plastic, Mission Moen will have a full circle impact on fighting plastic pollution.

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