Title	THE UNWANTED SHAPES
Brand	MEO
Product/Service	CORPORATE SOCIAL RESPONSABILITY
Category	D02. Use of Events & Stunts
Entrant	PARTNERS Lisbon, PORTUGAL
Idea Creation	PARTNERS Lisbon, PORTUGAL
Post Production	PARTNERS Lisbon, PORTUGAL

Name	Company	Position
Ivo Purvis	Partners	Executive Creative Director
Patrick Stilwell	Partners	Head of Strategy
Francisco Arbués	Partners	Account Director
Emanuel Serôdio	Partners	Creative Director
Pedro Maia	Partners	Art Director
Martim Lemos	Partners	Agency Producer
Fernando Sousa	Partners	Post Production

Why is this work relevant for PR?

MEO, as a brand of social an environmental causes, intended to raise awareness and inspire society to overcome the problem of plastic consumption. By taking advantage of its sponsorship to the World Surfing League competition in Peniche it developed on site and broadcasted experience with the best surfers performing with innovative surfboards that otherwise would not have been possible.

Background

Each year we each produce more than 30kg of plastic waste. If nothing changes, in 2050 there will be more plastic than fish in the oceans. This problem represents one of the greatest challenges facing humanity worldwide, and especially for Portugal, which has a maritime territory 40 times larger than its land area. MEO, as a brand of causes, intended to raise awareness and inspire society to overcome the problem of plastic consumption, taking advantage of the opportunity of its sponsorship to the World Surfing League competition in Peniche.

Describe the creative idea (20% of vote)

"The Unwanted Shapes” We created 5 surfboards made entirely of plastic and related, in weight and shape, to the plastic waste that a person produces at home. These boards were used by the best surfers on the planet, in a special heat integrated in MEO RIP CURL PRO PORTUGAL, which was broadcast live to the entire world. Throughout the championship, these design pieces were exhibited at the MEO stand, so that the thousands of people who attended the event could get to know the project and the cause in greater depth.

Describe the PR strategy (30% of vote)

Our insight was simple: Surfers should lead the example and inspire change for a problem that is affecting our oceans. Therefore the association with the WSL and the World Tour Surfers, so as to take advantage of a truly global stage to raise awareness for the real plastic shapes that nobody wants to see in the oceans.

Describe the PR execution (20% of vote)

The 5 surfboards made entirely of plastic and related, in weight and shape, to the plastic waste that a person produces at home. These boards were design specifically to be used by the best surfers on the planet, in a special heat integrated at WSL World Tour Event - MEO Rip Curl Pro Portugal which was broadcast live to the entire world through their site, social media platforms and TV coverage.

List the results (30% of vote)

"The Unwanted Shape" was a project designed with one goal in mind - Impacting the surfing community with a clear messages about the plastic pollution problem. The measurement of goal this goal was the sole objective for evaluating the project's success and the results were clear in terms of the depth and reach. + 100 thousand people were impacted on at the event. + 1 million people followed the WSL broadcast live. + 2.2 million people viewed the campaign videos. + 153 countries reached.

Describe the effectiveness of the PR campaign

"The Unwanted Shapes" was a clear leverage for the MEO brand in respect to its long-lasting sponsorship of the WSL World Tour Event and as a project of a brand active in social and environmental causes that intended to raise awareness and inspire society to overcome the problem of plastic consumption. The image of the best surfers on the planet, in a special heat integrated at WSL World Tour Event - MEO Rip Curl Pro Portugal - broadcast live to the entire world through their site, social media platforms and TV coverage were a symbol of collaboration and innovation for good.