Volleyball World teamed up with agency Ogilvy Amsterdam to transform waste into a unique new winners’ trophy at the finals of the 2022 Beach Pro Tour in Doha in an experiential initiative aimed at raising awareness of the impact that ocean pollution is having on the planet.
Unlike the typical gold and silver sports cups around the planet, ‘The Most Valuable Trophy’ was made entirely out of recycled plastic collected from beaches around the world upon which the game is played.
Designed by The New Raw and representing the dynamic nature of volleyball, the trophy’s sculpted design features with flowing curves and a sense of movement to reflect the dynamic nature of the sport, whilst its colour scheme mirrors the natural elements of the sport in the form of sand and sea.
The at-event experience and linked Ogilvy created campaign promoting the trophy sought to make ‘a poignant statement on the environmental damage being done to the world’s beaches’: highlighting the fact that, according to the Ocean Conservancy, 11 million metric tons of plastic enter the seas annually.
Led by a hero video posted and PR’d in late January 2023, the campaign aligns with the values of the fans and of Volleyball World and is part of an umbrella Environmental, Social, and Governance (ESG) programme united players, fans and partners.
The trophy was awarded to the winners of the 2022 Beach Pro Tour Finals in Qatar Doha: women’s winners Sara Hughes and Kelly Cheng, plus men’s champions Anders Mol and Christian Sorum.
“I think it’s so important to take care of our beaches especially as we’re out there every day training on it,” commented Sara Hughes. “Whenever Kelly and I see a piece of trash on the sand we throw it away, so this trophy is a great reminder to keep out beaches clean; it’s our livelihood and we love it so much.”
“For us in Norway the environment is a really big thing; recycling is part of our habit so that we can take care of our beautiful country,” said Anders Mol. “Therefore, it’s nice that the winners’ trophy is made of recycled plastics collected from the beach. It’s not only pretty cool but it’s an important message and hopefully many can learn from this around the world.”
“We love the beach – it’s our home. It’s where we come together, compete, play and socialise,” explained Volleyball World CEO Finn Taylor. “This new trophy, made entirely from recycled beach plastic symbolises the need to act. It is our first step to tackle beach pollution, which will see beach clean-up events where we rally players and fans around a common goal to block pollution from entering our oceans.”
“This trophy is more than a symbol of achievement it represents hope and innovation. By repurposing plastic trash found on the beaches where volleyball is played, we not only reduce waste, but also create a true trophy for champions,” added Ogilvy Amsterdam Executive Creative Director Tolga Buyukdoganay.
Comment
Volleyball World – an organisation that emerged from a new partnership between FIVB (the sports global governing body) and CVC Capital Partners – aims to drive growth, innovation and investment in volleyball around the globe. Setting out to create an integrated ecosystem connecting all volleyball stakeholders – including players, fans, rights owners, suppliers and brand partners – through digital and live events and experiences.
Volleyball is the fourth most popular sport globally with more than 800 million fans and high participation across the world.
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