2020
ADV CAMPAIGN
RO - PLASTIC PRIZE MDW20
STUDIO SOFA
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Through the “Playstic - Simple to Learn” advertising campaign, we look at making the ‘plastic emergency’ an easier to understand concept for a younger public through the use of synthetic and fun payoffs, using rhyming words.
This stylistic technique, enhanced by simple and immediate illustrations that further facilitate its understanding, derives from the need to make a very complex and widespread theme (so complex that it’s become almost a trend) just a bit lighter. Costumes are often wrong, not materials. Since plastic is undoubtedly still useful in many sectors and contexts, we must learn the best ways to dispose of it and reuse it (avoiding it when possible). It is often the idea that people have of plastic worse than plastic itself. We strongly believe that, in order to overcome the every-day abuse of information on the topis, simplicity is the perfect key to truly open people’s heads (especially children, our future), simple solutions that everyone can implement. Let’s learn how to recycle plastic and at the same time let’s work to find as many alternatives as possible. Looking at a young audience, we thought about the use of rhymes. Rhyme has always been used as a method to memorize important and yet complex concepts such as poems, mathematic rules and grammar concepts. And what about the songs that resonate in people’s heads?! Short slogans, easy to memorize, immediate concepts (supported by bright, colourful and evocative illustrations as well as simple and clean lines). We carried out an online survey asking couples with and without children how they approach the plastic emergency.
