Sharps Brewery: Ocean Vinyl
Sharp’s Brewery and musician Nick Mulvey have created the music industry's first playable record made from recycled ocean plastic. Ocean Vinyl, devised by Havas in partnership with Universal Music, sees proceeds from the track go to conservation charity Surfers Against Sewage.
Sharp’s Brewery is committed to protecting the Atlantic, the ocean that surrounds its home and inspires its brewing process. It even named a beer after it! We used Sharp's music with sounds from the Atlantic in 2018 and signed the “act” to Universal under the stage name Keynvor - Cornish for “ocean” - with all royalties going to fund its protection.
To build on the success of Keynvor and raise awareness of Sharp’s commitment to combating ocean plastic in the Atlantic and build an emotional connection with its audience, we partnered Sharp’s Brewery with the charity, Surfers Against Sewage to help raise awareness of one of the biggest global environmental threats of our time, ocean plastic pollution. Their goal was to raise awareness, raise funds and to try and inspire communities to take action to protect the ocean and its wildlife. We used our relationship with Vivendi to team Sharp’s Brewery up with Universal Music Group to assist with raising funds for the charity.
Touching on the Cornish roots of the brand, we collaborated Sharp’s Brewery with the voice of someone who is equally as passionate about ocean conservation - Universal Music’s Nick Mulvey - to create ‘Ocean Vinyl’, the first playable vinyl made from reclaimed ocean plastic from Cornish beaches. This campaign helped highlight the epidemic of plastic ocean waste while also raising money for coastal protection group Surfers Against Sewage. It turned the idea of single-use plastic, something that is constantly surrounded by negative press, into something positive; a way of spreading the charity’s message as well as encouraging people to help clean up the UK’s coastline.
One-hundred-and-five copies were pressed, and at launch, the track was available to stream via digital services, including Spotify and Apple Music, or purchase via Drift Records as a collectible piece. All proceeds from sales of the recycled record, as well as digital streams on Spotify and Apple Music, went to Surfers Against Sewage to help protect British coastlines from pollution, specifically plastic waste.
Not only did we create a new track, we created a new medium with Ocean Vinyl. A product with purpose, reminding people of the damage being done to our oceans. A smartly-designed-solution that puts a long-term value on objects. From a disposable mindset to a love of craft and care. The same mindset that underpins Sharp’s Atlantic Beer.
The vinyl sold out within three-minutes of going live. The signed-copy raised £500 with more finding their way onto eBay.
The media lapped it up. Sky News described it as a “work of art’ in a three-minute breakfast slot. The vinyl featured in all of its heavenly glory on the BBC’s flagship Jools Holland Show with Nick Mulvey performing the track. Our message reached 24 million people in total.
The song was blasted out at the Extinction Rebellion climate protest with chants of “This is our Song”. Entertainment truly infiltrated culture.