The global pandemic led the world to start shopping for face masks, leading to more than 1.5B masks that have found their way to the ocean in 2020 alone. Across the globe, wearing masks in public areas was made mandatory to prevent the spread of the COVID-19 virus.

Alibaba, being one of the biggest sellers of disposable face masks, wanted to provide a solution to the world’s mask pollution problem. They believed that a necessary item that protects man’s life doesn’t have to be something that will cause devastation to the environment.

The goal was to create awareness for the growing problem of face mask pollution and to remind people to dispose of their masks properly.

Fading Sea Creatures was inspired by jellyfish, one of the world’s most resilient and oldest creatures. They’ve survived mass extinctions, disasters, and have even outlived dinosaurs.

The idea begs the question: Will the world’s most resilient creature finally meet their end brought about by disposable face masks that have found their way to the oceans due to irresponsible disposal?

Alibaba partnered with WWF for a live performance with renowned artist Qiurui Du who painted jellyfish on canvas made entirely out of disposable face masks. The painting was made with thermochromic paint, which faded when the canvas was submerged underwater. The jellyfish painting reappeared when the mask canvas was removed from the water, conveying the message of how life will come back to our seas when we remove masks’ presence from our oceans.

Everyone was required to wear face masks in 2021, so the target audience is everyone.

The approach was to shock and alarm people with the gravity of the problem, but also to provide a solution or way for them to act that would solve the problem.

The simple but powerful method of throwing masks responsibly helps alleviate the world’s mask pollution problem.

Fading Sea Creatures was held on Earth Day 2021, a special moment when all and many media shifted their attention towards enviromental protection.

The venue was an art gallery in Shanghai where Alibaba invited an audience of 60 to witness this shocking art performance.

The performance was also filmed and aired in Weibo, the biggest social media platform in China.

The performance floated its way around the world, reminding people that when we dispose of masks responsibly, we prevent the sea’s creatures from fading.

- 6.5 million views & shares within the first 48 hours

- 12 million mentions on social media

- 1% mask sales donation from Alibaba to clean the ocean

Featured on Chinadaily, AdAge, The Stable, Weibo, Digital ING, Adobo Magazine, Nowy Marketing, STYL.PL, AdNews.