PLASTIC FANTASTIC

ClientTHE DANISH DEPOSIT & RETURN SYSTEM
Category B03. Talent: Digital & Social
TitlePLASTIC FANTASTIC
Product/ServiceTHE RECYCLING OF PLASTIC BOTTLES
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
Christoffer Fejerskov Boas Robert/Boisen & Like-minded Creative
Klara Vilshammer Robert/Boisen Like-minded Creative
Klara Vilshammer Robert/Boisen Like-minded Creative
Christoffer Fejerskov Boas Robert/Boisen & Like-minded Creative
Kim Boisen Robert/Boisen & Like-minded CEO / co-founding partner
Therese Vilstrup Robert/Boisen & Like-minded Account Manager
Heinrich Vejlgaard Robert/Boisen & Like-minded Creative Director
Victor Petri Robert/Boisen & Like-minded Head of Social & Brand Activation
Alexander Faxø Robert/Boisen & Like-minded Activation assistant
Ian Isak Gobsmack Productions Director
Cille Silverwood-Cope Gobsmack Productions Producer
Christina Bostofte Erritzøe Gobsmack Productions Executive Producer

Why is this work relevant for Entertainment?

Many Danes find recycling their plastic bottles boring and inconvenient. So we had to find a bold and entertaining way to get our message across - something that didn’t look like a normal awareness campaign. That’s why we teamed up with a like-minded person with an equal love of plastic to help deliver the message: Denmark’s number one Plastic Queen, Linse Kessler. As someone famous for her plastic body, and as one of Denmark's most popular influencers and beloved reality-stars, Linse was the most surprisingly obvious plastic ambassador to get our audience’s attention and get them engaged in plastic recycling.

Background

In Denmark, we have a return system that allows you to get a refund by returning empty bottles at recycling machines all over Denmark. This is handled by the Danish Deposit and Return System: a non-profit with the goal of collecting as many bottles as possible, thus saving the environment from the production of new ones and unnecessary CO2 emissions. But while Denmark is one of the best countries in the world at recycling, some Danes still find recycling empty bottles inconvenient and time-consuming. And some even believe that it wouldn’t make a difference whether they recycle their bottles or throw them out. So, when the Danish Deposit and Return System invited a new group of plastic bottles into their recycling program, we had to successfully remind this group of people how important it is to remember to recycle their plastic bottles.

Describe the creative idea

To remind the nation to recycle their plastic bottles, we turned Denmark’s No. 1 Plastic Queen, Linse Kessler, into the ambassador to recycle it. As a popular influencer, beloved reality star, and well-known animal activist Linse was the perfect, and most surprisingly obvious, plastic ambassador to capture the hearts of the nation and to change their minds about recycling their plastic bottles. In an entertaining film, Linse Kessler walks you through the history of plastic, from the height of its popularity to its present-day downfall, only to turn its current stigma around and remind people that plastic can still be fantastic - if only we all remember to recycle it.

Describe the strategy

Recycling plastic bottles, is something a lot of Danes find boring and inconvenient. So when the Danish Deposit and Return System invited a new group of plastic bottles into their recycling-program, we had to find an entertaining way to remind people to recycle the new bottles. Right now, plastic has a bad reputation. But when it’s recycled, it’s actually fantastic; as it reduces plastic pollution, conserves energy and makes us consume less of earth’s resources. So to get people’s attention, we used the hate against plastic as a platform to deliver a bold, counter-statement: “Plastic is fantastic - as long as we remember to recycle it”. To amplify the message, we wanted to use an ambassador the target-group would be surprised by, but also listen to and understand. That’s why we teamed up with a like-minded person with an equal love of plastic: Denmark’s number one Plastic Queen, Linse Kessler.

Describe the execution

In an entertaining film, Linse Kessler walks you through the history of plastic, from the height of its popularity to its present-day downfall, only to turn its current stigma around and remind people that plastic can still be fantastic - if only we all remember to recycle it. Ending with the call to action: “Let’s make plastic fantastic again. Recycle your bottles.” The video was launched on social media and on TV nationwide. As plastic is a sensitive subject on social media and Linse a surprising advocate, we anticipated that people would engage with the campaign. We therefore produced and followed up with 45 different videos of Linse answering people’s questions and comments on social media.

Describe the outcome

The campaign quickly got the nation’s attention, and Linse was invited into several Danish talkshows to talk about the importance of recycling plastic bottles. Within a week, the campaign reached 3.3 millions Danes, which corresponds to 95% of the Danish population: 65% of them were reach organically on social media. Hundreds of thousands engaged with the campaign (more than 150.000 likes, comments and shares across platforms) resulting in an engagement rate 1250% higher than industry benchmarks and performed 350% higher than influencer benchmarks. Other major influencers even started to support Linse and the good cause by sharing the campaign on their own platforms. The campaign gained 83,506,000 media impressions and 2,408,786€ in earned media. Overall the Danes spend more than 15 years watching our content.