Brand | NATIONAL GEOGRAPHIC |
Product/Service | TBC |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Illustration |
Idea Creation
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SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Production
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SQUARE PIXEL Rio De Janeiro, BRAZIL
|
Background.
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%.
Credits
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 |
Links
Website URL