2021 Brand Experience & Activation

PLASTIC WARNINGS

TitlePLASTIC WARNINGS
BrandGREENPEACE
Product/ServiceGREENPEACE
Category A06. Not-for-profit / Charity / Government
Entrant DDB Budapest, HUNGARY
Idea Creation DDB Budapest, HUNGARY
Production CINESUPER PRODUCTION Budapest, HUNGARY
Production 2 IMAGO STUDIO Budapest, BRAZIL
Credits
Name Company Position
Karolina Galácz DDB Budapest Creative Director
Guilherme Somensato Somensato DDB Budapest head of art
Máté Nagy DDB Budapest Senior Copywriter
Zsófia Maul DDB Budapest Head of Content
Miki357 Miki357 CimneSuper Director
Marcell Nagy Cinesuper DoP
Zsófia Érdi Cinesuper Editor
Richárd Illés Cinesuper Art Director
Zoltán Mártonffy Cinesuper Producer
Kata Kristóf Cinesuper Production Manager
Balázs Deimanik Focus Fox Post-Production
Lacó Gaál Cinesuper Colorist
Balázs Pejkó Cinesuper Sound Engineer
Máriusz Fodor Cinesuper Sound Design Arrangement
Guilherme Duarte Imago Studio CGI Lead
Rodrigo Raiol Imago Studio 3D Artist
George Rutherford Imago Studio Print post production

Why is this work relevant for Brand Experience & Activation?

Plastic Warnings activated people to spread the warning labels themselves on social media. They could place the Instagram stickers virtually on any plastic packaged product to send a message to the plastic industry. From the campaign website, people could download an Activist Kit, containing printable stickers as well, which they spread in the stores and recorded their activities in user generated content and posted it on social media. We also asked them to share the Launch Film, narrated by the number one influencer in Hungary, to express their support for the use of Plastic Warnings.

Background

Only 9% of plastic ever produced has been recycled. In 2020, the plastic industry produced more plastic than in any other year before. Our plastic problem is getting worse by the minute: plastic waste and microplastics cause health problems for oceans, animals, and humans alike. Companies have been pushing the blame for plastic waste on consumers, communicating recycling as a sustainable solution. But in reality, it is not. Greenpeace wanted to push the blame back to who's really responsible: the plastic industry and the companies that package their products in plastic.

Describe the creative idea (20% of vote)

Plastic Warnings is an initiative by Greenpeace to force companies to put tobacco-style warnings on all plastic packaging. Just like in the case of cigarettes, the glamorous brand of which lost its value when tobacco companies were forced to use health warning labels, Greenpeace wants all plastic packaging to have to include health warning labels too, reminding consumers of the harmful effects of plastic - to oceans, animals and humans. The campaign wants to push brands to use sustainable packaging alternatives instead.

Describe the strategy (20% of vote)

Companies have been pushing the blame for plastic waste on consumers, communicating recycling as a sustainable solution. But in reality, it is not. Greenpeace wanted to push the blame back to who's really responsible: the plastic industry and the companies that package their products in plastic. We needed an idea that hurts where it counts, that is why Plastic Warnings targets and tarnishes the most valuable asset of companies: their brand. Just like in the case of cigarettes, the glamorous brand of which lost its value when tobacco companies were forced to use health warning labels, Greenpeace wants all plastic packaging to have to include health warning labels too, reminding consumers of the harmful effects of plastic - to oceans, animals and humans.

Describe the execution (30% of vote)

We launched the campaign with a film drawing the parallel between the tobacco industry and the plastic industry and asking people for support. A website collects all info and detail about the campaign and contains a downloadable Activist Kit, containing printable posters and Plastic Warnings that people used offline. User generated guerilla videos were created of this act. Instagram stickers were virtually put on plastic packaging and spread in social media. Citylight posters were placed all over town, in social media, as well as in front of the local HQs of the top polluting companies.

List the results (30% of vote)

The campaign generated a debate in Hungary and finally, the Parliament banned all companies from the distribution of single-use plastics from 1st of July. Over 1M views of the Instagram stickers Greenpeace website traffic increased: +415% Overall campaign reach: 3M+