2020/2021 Winners & Shortlists

OCEAN IN A BAG

Silver Lynx
BrandBEE'AH
Product/ServicePLASTIC POLLUTION
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryPosters
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Background

Every year plastic pollution kills over 100 million marine creatures. Bee’ah, the Middle East’s fastest growing environmental management company, tasked us with creating a campaign to communicate the truth about the ocean and bring people to their website for solutions.

Describe the creative idea (40% of vote)

Ocean in a bag/plastic bottle. We created posters showing what happens when a plastic bag and a plastic bottle is disposed of in the ocean. It’s not the ocean that swallows the plastic. It’s the plastic that swallows the ocean and its life. We created these posters showing details of marine life harmed by plastic in a way that captures the attention of teenagers and adults who are regular users of plastic.

Describe the execution (40% of vote)

We used realistic water color illustration to show how marine life is strangled by the plastic. We approached the design with an intention to show ocean species hidden in the creases of the plastic. The colors were inspired by the ocean itself and the illustrations took nearly 2 and a half months to reach its completion. We released these posters as print in newspapers and placed them strategically near waste bins and public areas across UAE.

List the results (20% of vote)

With these posters we intended to get people’s attention to the problem in a different way. Our website traffic has increased by 10% and we hope to get further enquiries about solutions towards plastic waste management.

Credits

Name Company Role
Rafael Augusto Leo Burnett Dubai Executive Creative Director
Kapil Bhimekar Leo Burnett Dubai Creative director, art director, designer
Sambhav Khandelwal Leo Burnett Dubai Senior Copy writer
Nishikant Ramesh Palande Leo Burnett Dubai Illustrator
Sylvia Trinidade Leo Burnett Dubai Senior Art Buyer
Sunil Dcosta Leo Burnett Dubai Production Manager
Farah Najjar Leo Burnett Dubai Communications Manager
Sonal Chaddha Leo Burnett Dubai Group Communications Director
Joelle Jammal Leo Burnett Dubai Deputy Managing Director
Kamal Dimachkie Leo Burnett Dubai Chief Operating Officer