2019 Winners & Shortlists


Short List
Production SQUARE PIXEL Rio De Janeiro, BRAZIL


For 130 years, National Geographic (Nat Geo) has documented the stories of our planet, providing audiences around the world with a window into the earth’s breathtaking beauty as well as to the threats it faces. In 2018, Nat Geo launched the thought-provoking PLASTIC OR PLANET? initiative on its front cover to highlight the global plastic pollution problem. CHALLENGE There’s a new weapon of mass destruction: Single-use plastic. More than 5 trillion pieces are currently drowning our oceans. With 9 million tons more thrown in every year. At the same time, the citizens of the 12 most plastic-polluted countries in the world reside in the United Arab Emirates. Our challenge was to highlight the impact of marine pollution in their home countries and urge them to choose planet over plastic. OBJECTIVE Transform an "out of sight, out of mind" issue into motivation to make a behaviour change today.

Describe the creative idea.

We designed an eye-opening poster campaign titled THE (PLASTIC) PLANET YEAR. 12 artists. 12 most plastic-polluted oceans and countries. 12 artworks. A year-long call-to-action to turn the tide and live with zero single-use plastic.

Describe the strategy.

BRAND RELEVANCE When it comes to appreciating the power of nature, National Geographic is the most recognized voice in the world. 'Plastic or Planet?' is a key campaign in the brand's shift from a focus on 'an on-going concern' to demanding action. TARGET AUDIENCE • General public, especially the youth, as they are the ones who will inherit the planet. • Single-use plastic users who can be persuaded to become more environmentally-conscious. We had to break through the clutter of advertising and make them reflect on the effect single-use plastic is having on the environment. APPROACH We showcased the inconvenient truth about the state of plastic-polluted oceans all over the globe in the one universal language everyone understands: Art.

Describe the execution.

We collaborated with 12 young artivists from the 12 countries with the most polluted oceans to create 12 behaviour-changing artworks. Each one highlighting the severe environmental impact of single-use plastic on their country’s marine life and future. 12 most plastic-polluted countries: 1. China 2. Indonesia 3. Philippines 4. Vietnam 5. Sri Lanka 6. Thailand 7. Egypt 8. Malaysia 9. Nigeria 10. Bangladesh 11. South Africa 12. India Source: www.earthday.org Illustration styles and techniques include pop surrealism, hyper realism, pointillism, pen and ink, chalk, 2D vector illustration, digital printmaking, digital acrylic painting, digital woodcutting and more.

List the results.

• Plastic pollution became a top of mind environmental issue in 34% more people than last year. • Behaviour-change intent went up by 61% • Brand recall went up by 32%.


Name Company Role
Bechara Mouzannar Publicis Groupe Chief Creative Officer
Adil Khan Saatchi & Saatchi CEO
Komal Bedi Sohal Saatchi & Saatchi Chief Creative Officer
Luis Paulo Gatti Saatchi & Saatchi Associate Creative Director
William Mathovani Saatchi & Saatchi Creative Director
Raja Rizkallah Saatchi & Saatchi Creative Director
Karim ElKari Saatchi & Saatchi Business Director
Qais Mustafa Saatchi & Saatchi Account Executive
Abdallah Adra Publicis Media Senior Regional Manager
Ivan Montebello Freelancer Art Director
Daniel Bensusan Freelancer Copywriter
Rafael Bornacina Freelancer Copywriter
Sheng Chen Freelancer Illustrator
Ruwangi Amarasinghe Freelancer Illustrator
Kristy Anne Ligones Freelancer Illustrator
Thao Mien Phan Freelancer Illustrator
Katherine Honesta Freelancer Illustrator
Ahmed Karam Freelancer Illustrator
Helena Layzu Freelancer Illustrator
Kelseyz aka Troublexy Freelancer Illustrator
Thomas Ero Freelancer Illustrator
Wilmari Botha Freelancer Illustrator
Pavan Rajurkar Freelancer Illustrator
Bom Cherdsak Freelancer Illustrator
Raphael Dias SquarePixel Director
Aramis Barros SquarePixel Director
Diego Esteves SquarePixel Motion Graphics
Henrique Sousa SquarePixel Motion Graphics
Bernardo Ribeiro SquarePixel Motion Graphics
Felippe Ferreira SquarePixel Editor
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