| Title | MICROPLASTIC TEST |
| Brand | MERCK KGAA |
| Product/Service | RONAFLAIR® FUNCTIONAL FILLERS |
| Category |
A02. Healthcare |
|
Entrant
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MERCK KGAA Darmstadt, GERMANY
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Idea Creation
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FORK UNSTABLE MEDIA Hamburg, GERMANY
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Media Placement
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FISCHERAPPELT Hamburg, GERMANY
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PR
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FISCHERAPPELT Hamburg, GERMANY
|
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Production
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RADICAL MEDIA London, UNITED KINGDOM
|
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Post Production
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WAVE STUDIOS London, UNITED KINGDOM
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Post Production 2
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MACHINE SHOP London, UNITED KINGDOM
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Post Production 3
|
CHEAT London, UNITED KINGDOM
|
Credits
| Paul Taggart |
Fork Unstable Media GmbH |
Creative Director |
| Alexander Gradl |
Fork Unstable Media Gmbh |
Senior Copywriter |
| Laura Zabel |
Freelance |
Senior Concept |
| René Zimmermann |
Fork Unstable Media GmbH |
Art Director |
| Marco Bergstein |
Freelance |
Motion Designer |
| Lina Rieckel |
Fork Unstable Media |
Project Manager |
| Carl-Jochen Reinhardt |
Fork Unstable Media GmbH |
Client Service Director |
| Martin Hein |
Fork Unstable Media GmbH |
Frontend Developer |
| Quentin van den Bossche |
RadicalMedia |
Director |
| Elliot Tagg |
RadicalMedia |
Producer |
| Emily Rudge |
RadicalMedia |
Executive |
Background
As microplastic reaches the Earth’s most remote places, many are concerned about the number of particles entering ecosystems – and our bodies.
But, in spite of partial bans and tighter regulations, the cosmetic and personal care industry is still a major contributor of microplastics to the environment.
So, to increase awareness for the topic, and highlight Merck’s range of microplastic-free fillers for the cosmetic and personal care industry, we developed the world’s first Microplastic Test.
Describe the strategy
Knowledge is power: With so much conflicting data on the topic, we decided to give audiences a better understanding of where microplastic comes from, and how we – as a society – can help reduce its future impact.
By putting figures to the number of microplastic particles they ingest and emit each day, our main goal was to inform and engage audiences via surprising scientific insights.
To ensure the test was scientifically sound, we developed the feature in close collaboration with Dr. Todd Gouin – a leading environmental scientist who has regularly advised the UN on microplastic issues.
Describe the execution
Starting with a film that follows a plastic particle on a dizzying point of view trip to the human food chain, the Microplastic Test asks ten questions to reveal the average number of particles you consume and produce each day.
Quid pro quo: Supported by microplastic-inspired animations, the jargon-free test also responds to answers, with helpful tips on how to reduce your overall microplastic consumption and emissions.
To complement your results, the feature also shares details on the world’s main microplastic sources, as well as a breakdown of how your score was calculated, and a link to the company’s microplastic-free filler range.
List the results
From the 12th of March to the 24th of April 2020, the feature – and its accompanying paid media campaign – achieved the following results:
- Over 100k completed tests
- 5-minute average visit time
- 18m video views
- 129m campaign impressions
- 1.30% average CTR