2019 Winners & Shortlists

Why is this work relevant for Integrated?

More than 5 trillion pieces are currently drowning our oceans. With 9 million tons more thrown in every year. Such a collosal global problem requires everyone’s collective effort — from C-suite executives, policy makers, influential figures to the Millennials and Gen-Z — to turn the tide. Which is why we created ‘2019: THE PLANET YEAR’, an integrated campaign across print, outdoor and direct marketing media. Highlighting the environmental and health impact of single-use plastics in 12 countries with the most polluted oceans, as witnessed and illustrated by 12 local artists.

Background

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.

2019: THE PLANET YEAR. 12 artists. 12 most plastic-polluted oceans and countries. 12 artworks. Part of National Geographic’s ‘PLASTIC OR PLANET?’ initiative, it’s an eye-opening multi-channel campaign including magazine ads, posters and National Geographic’s 2019 calendar. 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, college students and general public. We had to break through the clutter of everyone asking for their time and make them reflect on the effects of single-use plastics on the marine world.   APPROACH We showcased the inconvenient truth about the state of plastic-polluted oceans all over the globe in a 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 artworks. Each 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 printed and hand-delivered over 1,500 fully sustainable desktop calendars to C-suite executives, policy makers and influential figures. We placed and distributed the 12 posters at cafes and universities to encourage the young generation to live with single-use plastic. We also released magazine ads to communicate the initiative to the general public.

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