2019 Winners & Shortlists

PLANET OR PLASTIC

Client/BrandNATIONAL GEOGRAPHIC
Product/ServiceTBC
EntrantSAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
Type of EntryUse of Direct
CategoryMailings
Idea Creation SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
Production SQUARE PIXEL Rio De Janeiro, BRAZIL

Why is this work relevant for Direct?

More than an artistically eye-opening 2019 calendar, THE (PLASTIC) PLANET CALENDAR is a marketing tool for National Geographic Abu Dhabi's sales force. It's designed to transform an "out of sight, out of mind" issue into motivation to make a behaviour change, and generate new leads for advertising and partnership opportunities.

Background.

Every year, National Geographic (Nat Geo) Abu Dhabi produces a desktop calendar as a promotional item for their TV channel. It is an important tool for their salespeople. Part of the Plastics or Planet? initiative, the calendar needs to go beyond telling the dates and truly bring awareness to an issue that requires action. 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 2019 calendar titled THE (PLASTIC) PLANET CALENDAR. 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 C-Suite executives, policy makers, influential figures. We had to break through the clutter of everyone asking for their time and make them reflect on the effect of single-use plastics 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 for our 2019 calendar. 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 We took the paper calendars further by having the artists narrate their respective country's state of marine plastic pollution and share how they created their artworks. Linked through a QR code on each calendar month, each of the 12 artists has a video hosted on natgeotv.com We printed and hand-delivered over 1,500 fully sustainable desktop calendars to our target audience.

List the results.

- 8,684,792 media impressions - USD 323,499.36 free media and PR coverage - Positive sentiment across all target groups - 31% increase in site traffic year on year

Credits

Name Company Position
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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