This campaign is about rethinking how we use oil and other kinds of energy. It is one simple image: A fuel pump out at sea surrounded by an oil slick, with the slogan, the sea is not full of oil. Font choice was deliberate, helvetica being used by certain oil companies, and is the most widely used font. Not attention grabbing, just there.
The campaign has three implications:
*The sea is not full of oil... yet, but if we continue drilling, it will be
*We are running out of alternative sources of oil, and the reserves we have out at sea is not infinite
*the Oil companies will lie about oil spills and say there is no oil in the sea when there is a LOT of oil in the sea
I chose not to explain too much, in order to get people thinking about oil and how finite it is, and how much pollution it causes. The double meaning is supposed to provoke discussion.
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