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Actions speaks louder than words, especially when it comes to sustainability. 

MSC has been keeping track of its sustainability efforts for over 4 years, producing yearly reports that are available to the public -  showing everyone the action behind our promises.

Natural Data is an art project that transforms MSC's raw sustainability data into what it aims to protect.

It creates data interpretations of the blue world and its living creatures. The environment that MSC works to help protect and sustain.

Every creature on the waste category (glass, aluminium, cooking oil*, paper, plastic and others) was created with 130 lines, to represent 130.000mᶟ of waste recycled in the latest year of the report (2021). Still in the waste category, every creature's feature is placed to show year on year changes on recycling behavior.

*Octopus was made with double the lines to have at least one colored dot representing cooking oil recycled in a year.

Done at 180 Amsterdam

Team

ECD: John Messum
CD: Anne Fleming
Design Director: Alta Rezazadeh
Designer: João Porto
CW: Tom Carver
Strategy Director: Didi Sustina
Data Analyst: Tom Rosbotham
Managing Director: Eva Rausch
Account: Lisa van Cappellen, Marie Vermeulen