2016 Winners & Shortlists

STORY OF A SPOON

Short List
BrandGREENPEACE INTERNATIONAL
Product/ServicePLASTIC REDUCTION
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryScript
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production Company OPTIX DUBAI Dubai, UNITED ARAB EMIRATES

The Campaign

This is the story of a plastic spoon – a surprisingly long journey that will make you question your understanding of convenience.

Creative Execution

4.5 billion years ago a giant molecular cloud collapses in space. Setting free a solar nebula out of which a planet is born. EARTH! For 2 billion years this planet evolves and first life appears. A soup of cells! Bacteria! Algae! Fungi! A myriad of plants come to life! Fish reign the oceans and eat the algae. They absorb the sunlight and store it in their bodies. Dinosaurs. Amphibians. Reptiles. Birds and mammals. They all live and die. And each year their dead bodies are covered by layers and layers of sediment. Heat and pressure rises turning them into a yellow, black liquid. OIL! Humans arrive. And with them: geologists. They study for years to find the oil. And build rigs in remote places. Giant pumps extract the liquid. And it’s shipped across the oceans. A refinery now cracks it open and once again it travels. A factory then binds the compounds and turns them into… plastic pellets. Stored in big containers, around the world they go. Liquefied, they’re molded into the shape of a beautiful spoon. The spoon drops and cools off to harden. Wrapped in plastic it is put into a box. And the box is put on a pallet. And the pallet is put into a container. And the container is put on a truck. And the truck drives to a port. Where the container is put on a ship. And ship, ship, ship the spoon arrives 6000 kilometers around the world. Where it is picked up by a merchant who puts it on a truck. And drives it to a store. Where it’s placed on a shelf. In a temperature controlled room. Where it sits for 2 months. Until you select it! And pay for it! With the money you’ve worked hard for! And you drive the spoon home! Which is where YOU are standing RIGHT NOW. WITH! THE SPOON! IN! YOUR! HAND! Now tell me: Do you still think it’s too much effort to use a metal spoon that you just have to… wash? Super: Thank you to everyone who washed a spoon today. Greenpeace Logo (URL to take action/sign a petition embedded online)

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Copywriter
Sascha Kuntze Memac Ogilvy Art Director
Sascha Kuntze Memac Ogilvy Director
Will Rust OgilvyOne Executive Creative Director
Jimmy Alfred Memac Ogilvy Agency Producer
Tamara D'Costa Memac Ogilvy Agency Producer
Amin Soltani Memac Ogilvy Agency Producer
Neda Ahmed Optix Editor
Andreea Gurbina Optix Producer
Megan Markel Optix Producer
Raul Skopecz Optix Managing Partner
Norman Wille Hoersturz Studio Composer (original score)
Joe Najm Mango Jam Studio Composer (adapted score)
Wilbur D'Costa Mango Jam Studio Producer
Charles Elsouedi Soundstruck Studios Sound Engineer
Hermann Meingast Bluecactus Films Second Unit