A Brewery Made This Record From Ocean Plastic, With Sales Helping Clean Coastlines

Havas London and Sharp's innovation is also a fundraiser

The one-track album, In the Anthropocene, is from musician Nick Mulvey and 'Keynvor,' an artist name created for the Atlantic Ocean. Havas London
Headshot of David Griner

Two places you’re almost certain to find single-use plastics (other than, you know, everywhere) are concerts and the beach. Musical performances are reliant on disposable bottles and cups for drinks, and ocean life often pays the price for similar behaviors by vacationers.

Now agency Havas London is partnering with its Vivendi sister company in the music industry, Universal Music Group, and a British brewery to help highlight the epidemic of plastic ocean waste while also raising money for coastal protection group Surfers Against Sewage.

With “In the Anthropocene,” Havas and Sharp’s Brewery in Cornwall have created the first musical record pressed from plastic waste reclaimed from Cornish beaches.

The album’s single track is from musician Nick Mulvey but credited as a collaboration with “Keynvor,” which is actually a stage name of sorts previously created for the Atlantic Ocean by the agency, label and brewery behind this new project.

“Cornish culture is built around the ocean—whether that’s seafood, surfing or even our own Atlantic Ale,” says James Nicholls, marketing controller at Sharp’s Brewery, in a statement about the record. “Last year, we helped the ocean enter the charts under Keynvor, which means ‘Ocean’ in the Cornish language. I’m excited to say that today we’re really turning the tables on the music industry by releasing ‘In the Anthropocene,’ with Nick Mulvey by upcycling single-use plastic found on our beaches and turning it into playable ‘ocean vinyl.'”

Proceeds from streams of the track online (via Spotify and Apple Music) along with sales of its limited-edition pressing via Drift Records will benefit Surfers Against Sewage, a conservation group aimed at protecting coastlines from pollution.

Here’s a YouTube version of the track:

“I’ve always loved the wildness of the Cornish coast, and it feeds something deep in me every time I’m there,” Mulvey says. “My music is about knowing who—or what—we are, right at the core. Aliveness itself, conscious. These times of urgent global crisis are demanding we re-examine ourselves and the world and raise ourselves to match the Earth, this wonder-organism from which we are not, and never have been, separate.”

Project name: Ocean Vinyl
Client: James Nicholls, Marketing Controller, Sharp’s Brewery; Rachel Williams, Communications Manager, Sharp’s Brewery
Creative agency: Havas London
UK Group Chief Creative Officer: Mark Whelan
Copywriter: Brodie King
Art director: Owen Hunter Jenkins
Account team: Alice Marsh (Business Director); Andrew Symonds (Account Manager); Katy David (Account Executive)
Agency Executive Producer (film): Kiri Hammond
Agency Producer (film) : Mary Musasa
Agency producer (print): James Orr
Programme director: Sarah Barclay
Planner: Clare Phayer
PR Agency: One Green Bean
Media agency: Zenith Media
Production company: HKX Productions
Executive Producer: Lou Hardy
Director: Adam Javes; Owen Hunter Jenkins
DoP: Paul Terry

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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."