The Brief:
Our challenge was to convince young people (18-30) that life will be much better without single-use plastic items and prepare them for a new era, following the implementation of the EU directive to ban single-use plastic.
Insight & Idea:
People are sick and tired of seeing the harsh reality regarding the effects of environmental pollution and to be honest, this aggressive marketing strategy doesn’t seem to lead to a behavioral change. Maybe they need to see the bright side of the future.
Idea:
Our print campaign depicts a moment in a new plastic-free era, where sea turtles won’t mistake their food with a plastic bag ever again, as we will no longer enjoy our coffee in a plastic cup or meal with plastic cutlery.
