MICROPLASTIC TEST

TitleMICROPLASTIC TEST
BrandMERCK KGAA
Category A02. Healthcare
Product/ServiceRONAFLAIR® FUNCTIONAL FILLERS
Entrant MERCK KGAA Darmstadt, GERMANY
Idea Creation FORK UNSTABLE MEDIA Hamburg, GERMANY
Media Placement FISCHERAPPELT Hamburg, GERMANY
PR FISCHERAPPELT Hamburg, GERMANY
Production RADICAL MEDIA London, UNITED KINGDOM
Post Production WAVE STUDIOS London, UNITED KINGDOM
Post Production 2 MACHINE SHOP London, UNITED KINGDOM
Post Production 3 CHEAT London, UNITED KINGDOM
Credits
Name Company Position
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

Why is this work relevant for Media?

The project responds to people’s concerns about microplastic consumption in an enveloping and curiosity-evoking fashion. Created in collaboration with an expert who has advised the UN on microplastic issues, the project delivered an engaging and credible message across business and scientific platforms. Aimed primarily at business-to-business audiences, the project creates an ideal stage to highlight Merck’s microplastic-free alternatives for the cosmetic and personal care industry. To complement paid and organic reach, an international network of science-based influencers shared their thoughts on the issue, producing reaction videos, mini experiments, and detailed expert insights in numerous languages.

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 creative idea / insights (30% of vote)

Collaborating with an expert who has advised the UN on microplastic issues, we used scientific data to create the world’s first Microplastic Test. Commencing with a film that follows a plastic particle on a dizzying, point-of-view trip to the human food chain, the test asks ten questions to reveal the average number of particles you consume and produce each day. To accompany results, the feature gives tips on how to reduce microplastic exposure and highlights Merck’s sustainable alternatives for the cosmetic and personal care industry.

Describe the strategy (20% of vote)

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 (20% of vote)

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 (30% of vote)

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