What would happen if famous masterpieces such as Shakespeare's portrait or Van Gogh's painting lost their color and disappeared forever? It would be an unimaginable loss.
Ocean us' spectacular ‘Last Call for Beauty’ campaign is flooding the streets of cities across the UK, France and Spain through digital and print media, that will reach over 72 million people in January and February thanks to the support of JCDecaux in France, Spain and the UK. Famous masterpieces from the world's most prestigious museums, from the Palace of Versailles and the Albertina to the Prado, the Guggenheim, the Thyssen-Bornemisza and the National Gallery of Victoria, have joined the campaign by contributing masterpieces from their collections. Together, they are raising global awareness of the alarming coral bleaching that is threatening the planet's coral reefs with extinction, and of the Foundation's crowdfunding campaign to restore tropical reefs.
Around the world, corals are bleaching.
And with them, one of the most important sources of pristine beauty is in danger of disappearing forever. As the corals die, the ocean as we know it will change, with unpredictable consequences for marine and terrestrial life. The masterpieces contributed by the museums have been digitally bleached to explain the problem and consequences of 'bleaching' and to relate it to the real problems facing corals today.
Linda NeugebauerAn ocean without coral reefs is unthinkable. Although corals cover less than 1% of the ocean floor, they are home to more than a quarter of all marine species and are vital to the survival of millions of people around the world. We now have the opportunity to solve this planetary challenge because we can, by ensuring a colourful, beautiful and prosperous Blue Planet for our children.
Founder of Ocean us
Chris DooleyWe're pleased to be using the power of Out-of-Home advertising to support Ocean us in their campaign to raise awareness of coral bleaching. The JCDecaux Community Channel aims to amplify Out-of-Home's role as a force for good in the community.
Head of Social Impact at JCDecaux UK
Bleaching Art is part of a series of creative actions within the global 'Last Call for Beauty' campaign.
Created and developed by Chema Herrera, Creative Director and CSO of Ocean us, the campaign was launched in 2024 in more than 40 countries and will run until September 2025, supported by other major international institutions and companies.
Chema HerreraLast Call for Beauty raises the question of how far we are willing to lose beauty. Be it in art, fashion, music, in our lives or on our planet. Beauty is not something superficial, it is something we all strive for. And we must act now to avoid losing one of the world's most beautiful ecosystems. The worst thing we can do is simply accept the loss of beauty in all its dimensions on our planet.
Creative Director of Ocean us
