LET'S MAKE WASTE EXTINCT

TitleLET'S MAKE WASTE EXTINCT
BrandSMURFIT KAPPA GROUP
Category C04. Outdoor
Product/ServiceBETER PLANET PACKAGING
Entrant IN THE COMPANY OF HUSKIES Dublin, IRELAND
Idea Creation IN THE COMPANY OF HUSKIES Dublin, IRELAND
Production IN THE COMPANY OF HUSKIES Dublin, IRELAND
Production 2 TAYLOR JAMES London, UNITED KINGDOM
Credits
Name Company Position
Damian Hanley In the Company of Huskies Creative Director
Nick Kelly In the Company of Huskies Art Director
Greg McLoughlin In the Company of Huskies Copywriter
Gavin Feiritéar In the Company of Huskies Designer
Rohit Verma In the Company of Huskies Business Director
Claire Slevin In the Company of Huskies Account Manager
Brian Daly In the Company of Huskues Head of Production

Cultural / Context information for the jury

Smurfit Kappa has been making cardboard packaging for 80 years. Now that the world has woken up to the damage that plastic is causing, Smurfit Kappa’s paper-based packaging is fully recyclable and sustainable. Their time has come. Paper-based packaging can play a huge role in helping to make waste extinct.

Tell the jury about the illustration.

The message here is - we have a choice – either we let animals become extinct through plastic waste, or we make waste extinct. To make this point we built a huge mass of floating waste in the shape of a whale to underline this choice.  Every piece of waste was built separately and placed into a specific area to help make up the shape and features of the whale. We based it exactly on the shape and scale of a blue whale. It was a painstaking process, but worth it.