Before they can even speak, babies are already swallowing millions of microplastics from heated formula in plastic bottles. This September, the month with the most birthdays in America, Liquid Death turns a seemingly ordinary baby registry into a shocking, shareable experience that makes parents and the public confront the plastic problem. New parents receive a death certificate (declaring death to
plastic, of course) and a limited-edition metal baby bottle to give their newborn a start to a plastic-free life. Plus as a thank you for keeping their babies plastic free, a little treat for mom and dad: Liquid Death’s breastmilk flavored water.
plastic, of course) and a limited-edition metal baby bottle to give their newborn a start to a plastic-free life. Plus as a thank you for keeping their babies plastic free, a little treat for mom and dad: Liquid Death’s breastmilk flavored water.
ROLE: Designer, Art Direction
CLIENT: Liquid Death
NOTE: Spec work created through
The ONE School program.
CLIENT: Liquid Death
NOTE: Spec work created through
The ONE School program.
The registry surprise: a Death Certificate declaring death to plastic, a stainless steel baby bottle, and a treat for mom and dad: limited-edition breastmilk-flavored Liquid.
Digital birth counters bring the stunt to life citywide, showing how many parents are registering their babies for a plastic-free start, turning heads and sparking social shares.
