SÃO PAULO, BRAZIL – Reimagining Brazil’s iconic flag as an environmental warning, Droga5 launches “Lifeless Flag”, a campaign marking the debut of the SOS Oceano (SOS Ocean) coalition, an alliance dedicated to expanding marine protected areas in Brazil.
Unveiled during Rio Ocean Week on October 23, the campaign featured the symbolic hoisting of a 10-meter “Lifeless Flag” between the Museum of Tomorrow and the Rio Art Museum (MAR). The initiative will continue to unfold throughout October and November during COP30, amplifying the call for ocean conservation and environmental action.
Harnessing the power of symbolism, the project blends creativity, design, and cultural resonance, underscoring how advertising can transcend commercial goals to become a catalyst for social transformation.
“Our role as communicators is to craft stories that spark new reflections in society and ensure that relevant messages escape their bubbles,” says Gabriela Rodrigues, Chief Impact Officer at Droga5 and head of WALK, the agency’s unit dedicated to social-impact projects. “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.”
Aligned with the global goal of protecting 30% of the world’s oceans by 2030, the campaign turns the flag into a visual manifesto for the planet’s future—an urgent reminder of the interconnectedness between land and sea.
“Design has the power to condense a complex idea into a symbol that is felt before it’s understood,” says Diego Limberti, Chief Design Officer at Droga5. “Technically, blue is a primary color — the starting point for many others. Green exists because there’s blue. Just like in nature: without the blue of the oceans, there’s no green of life on land. When the flag loses its blue, it loses its green — and the visual void becomes an alert.”
Beyond its striking visual concept, “Lifeless Flag” extends into digital content, influencer collaborations, out-of-home executions, and bilingual activations designed to deepen public engagement on marine conservation. The initiative also includes a partnership with the Sea Shepherd vessel and features the participation of its founder Paul Watson, an internationally recognized advocate for ocean protection.
Credits
Creative Agency: Droga5
CEO/Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Impact Officer (CIO): Gabriela Rodrigues
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Executive Creative Director (ECD): Renata Leão
Creative Director: Lucas Antunes e Marcelo Diniz
Design Director: Fábio Cristo
Design Lead: Rodrigo Bonfim
Senior Designer: Israel Cunha
Art Director: Kauê Barbosa e João Cunico
Copywriter: Tiago Daltro
Chief Production Officer (CPO): Larissa Kubo
Head of Production: Stella Gafo
Production Leader: Thais Bonizzi
Video Editor: Yasmin Cruz
Head of Culture and Comms: Johana Quintana
Culture and Comms Director: Bárbara Lima
PR Analyst: Luma Lopes
Partners:
Produtora: Fluxa Filmes
Audio: Bumblebeat
Produção gráfica: Jorge Gaglioni
SOS Oceano Team:
Angela Kuczach – Articuladora da SOS Oceano
Marina Cioato – Assessoria de comunicação da SOS Oceano
Nidia Regina – Apoio em gestão SOS Oceano
Daniella Fernandes – Assessoria de imprensa, SOS Oceano
Juan Pablo Torres – Coordenação Técnica
Organizações Parceiras:
Sea Shepherd Brasil – Nathalie Gil, Elea Moreira, Luana Linck
Projeto Golfinho Rotador – José Martins
Projeto Tubarões e Raias de Noronha – Fábio Borges
NEMA – Maria Carolina Weigert, Renato Carvalho
Divers for Sharks – Paulo Guilherme “Pinguim”
Rede Pro UC – Douglas Montenegro
