When Joe Merino introduced the color Blue Whale with a fancy ad featuring a photo of a blue whale. Or so Joe thought. Until Frank Zanderink, an ecologist with a fascination for whales, sent a message. He explained it was a photo of a humpback whale, not a blue whale. It was the beginning of a new campaign with a new story...

When Frank explained why whales - or whale poop in particular - are so important for climate control, Joe was deeply impressed. Together, they founded the Whale Poo Ambassadors. Joe became a promoter and sponsor of Frank's 'Seamulation' project. Together with Lisa Helder and Magenta Studio, I created a portrait of Joe's new friend...

Whale poop provides fertilization for phytoplankton that absorbs CO2 from the air, is the primary food source for fish, and responsible for 50% of the oxygen in the air we breathe. That's why oceans and seas are often referred to as the 'blue lung.' It's a beautiful story that deserves to be told. Visit Seamulation and... spread the word! Seamulation en… zegt het voort!

Why Joe as a Whale Poo Ambassador? Because Joe likes to produce with respect for nature. And, let's be fair, as a brand selling sweaters, Joe also benefits from a planet that stops warming up in terms of sales.