| Title | THE PLASTIC ISSUE |
| Brand | PLASTIC CHANGE |
| Product/Service | PLASTIC CHANGE |
| Category |
C03. Real-time Response |
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Entrant
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Idea Creation
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Media Placement
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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PR
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Production
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Production 2
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PEGASUS PRODUCTION Copenhagen, DENMARK
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Production 3
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FILTER MANAGEMENT Copenhagen, DENMARK
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Credits
| Nicolai Stahl |
Hjaltelin Stahl |
Chief Creative Officer |
| Simon Engstrøm |
Hjaltelin Stahl |
Executive Creative Director |
| Lasse Vintersbølle |
Hjaltelin Stahl |
Creative Director |
| Jabali Ravn |
Hjaltelin Stahl |
Creative Director |
| Nicolai Dimon |
Hjaltelin Stahl |
Senior Art Director |
| Pernille Tramp |
Hjaltelin Stahl |
Account Director |
| Katrine Mehl |
Hjaltelin Stahl |
Strategic Planner |
| Robert Preuss |
Hjaltelin Stahl |
Senior Influencer Consultant |
| Jacob Benzon |
Hjaltelin Stahl |
Social Business Director |
| Stine Feddersen |
Hjaltelin Stahl |
Social Business Assistant |
| Dennis Lynge |
Hjaltelin Stahl |
Design Director |
| Dennis Stenild |
Filter Management |
Photographer |
| Kristoffer Kosloff |
Filter Management |
Producer |
| Mark Alexander Pilegaard |
Pegasus Production |
Video Editor |
| Morten Pelch |
Pegasus Production |
Video Editor |
| Johan Høyer |
Pegasus Production |
Sound Design |
| Jason Luke |
Pegasus Production |
Sound Design |
| Stephan Friedli |
Hjaltelin Stahl |
Web Developer |
| Morten Bak McKenna |
Hjaltelin Stahl |
Digital Designer |
| Linda Gomez |
Hjaltelin Stahl |
Data & Insight Consultant |
| Gudrun Kosloff |
Filter Management |
Make-up Artist |
| Solveig Mørk |
Unique Models |
Model |
Why is this work relevant for Direct?
The campaign directly targeted a specific audience, who had previously shown interest in plastic pollution and environmentalism on social media, and hit them with a clear call to action that asked them to reduce their plastic use.
After they'd interacted with our cover, we retargeted them with our website, where they could sign a pledge to reduce plastic use. Here, we'd ask for their e-mail, so we could gather permissions on all of them, and finally we reached them over a couple of weeks with facts and simple tips and tricks on how to reduce their everyday plastic use.
Background
Since 1964, Sports Illustrated has published their famous swimsuit issue, featuring the most anticipated magazine cover in the world. Over its 55 years, the cover hasn’t changed, still featuring beautiful models on beautiful beaches. But while that hasn’t changed, the world has.
Around 9 million tons of plastic are dumped into our oceans every year. And by 2050 the amount of plastic will outweigh fish. In other words, it’s time to focus on the real issue.
Describe the creative idea (30% of vote)
So, on World Oceans Day, shortly after the release of Sports Illustrated’s Swimsuit Issue, we released… The Plastic Issue. The world’s first swimsuit issue that bares the naked truth about plastic pollution.
The cover featured former Sports Illustrated Swimsuit model and environmentalist, Solveig Mørk, wearing bikinis made of recycled plastic, and moved focus away from the model in the foreground to the issue in the background.
Describe the strategy (20% of vote)
We targeted people from all over the world, who had previously shown interest in plastic pollution and environmentalism on social media. After they'd interacted with our cover, we retargeted them with our website, where they could sign a pledge to reduce plastic use. Here, we'd ask for their e-mail, so we could gather permissions on all of them, and finally we reached them over a couple of weeks with facts and simple tips and tricks on how to reduce their everyday plastic use.
Describe the execution (20% of vote)
On the day of its release, the issue was quickly picked up by hundreds of influencers with millions of followers. It all led to a site, where people could read more about the plastic issue, take a pledge and learn how to reduce their everyday plastic use. We also created a calendar with even more helpful tips and facts.
Finally, the cover was placed in the official competition for a spot in next year’s issue, ultimately using Sports Illustrated itself to put focus on the real issue, creating a much-needed wave of change.
List the results (30% of vote)
The campaign is ongoing and results are not yet in.