Starting from a powerful visual idea, reimagining Brazil’s flag as an environmental warning, Droga5 launches “Lifeless Flag”, a campaign created for the debut of the SOS Oceano (SOS Ocean) coalition, a movement advocating for the expansion of marine protected areas in Brazil.
The project unfolds throughout October and November during COP30 and was unveiled at Rio Ocean Week, on October 23, with the symbolic hoisting of a 10-meter flag between the Museum of Tomorrow and the Rio Art Museum (MAR).
Harnessing the power of symbolism, the project combines creativity, design, and cultural relevance, reinforcing the role of advertising as a tool for social transformation and a global call to action.
“Our role as communicators is to craft stories that spark new reflections in society and ensure that relevant messages escape their bubbles. We often speak about the importance of protecting forests, but it’s equally essential to focus on ocean preservation—especially as we prepare to host COP30. This campaign is an example of how creativity can drive positive impact,” says Gabriela Rodrigues, Chief Impact Officer at Droga5 and head of WALK, the agency’s unit dedicated to social-impact projects for brands.
Aligned with the global goal of protecting 30% of the oceans by 2030, the campaign turns the flag into a visual manifesto for the planet’s future.
“Design has the power to condense a complex idea into a symbol that is felt before it’s understood. In this campaign, we use emotional language to change the way people see blue and green forever. Technically, blue is a primary color — the starting point for many others. Green, for instance, exists because there’s blue. It’s from the meeting of blue and yellow that the color representing our forests is born. Just like in nature: without the blue of the oceans, there’s no green of life on land. This chromatic relationship becomes the message. When the flag loses its blue, it loses its green — and the visual void becomes an alert,” explains Diego Limberti, Chief Design Officer at Droga5.
The campaign also includes digital content, influencer partnerships, out-of-home actions, and bilingual activations designed to reinforce the global debate on ocean preservation, as well as a collaboration with the Sea Shepherd vessel and the participation of its founder Paul Watson, a global reference in marine conservation.
