THE PLASTIC ISSUE

TitleTHE PLASTIC ISSUE
BrandPLASTIC CHANGE
Category C03. Real-time Response
Product/ServicePLASTIC CHANGE
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Media Placement HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
PR HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Production HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Production 2 PEGASUS PRODUCTION Copenhagen, DENMARK
Production 3 FILTER MANAGEMENT Copenhagen, DENMARK
Credits
Name Company Position
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.