An interesting, complex and thought-provoking brief, we were appointed by the Global Petrochemical Association (GPCA) to tackle perceptions around plastic.
Mainstream media is awash with negative images and misconceptions about plastics, so we needed to balance out the conversation and highlight the positive use cases of plastic (whilst not ignoring the negative ones) and educate people on the importance of recycling and circular economy.
We devised a creative campaign, ‘There’s More to Plastics’, featuring four stories where plastics play a vital role in their life, be it as a medical equipment or safety harness. These stories were rolled out as a four-part branded content series on YouTube, supported by social media assets containing key facts and figures.
13.5 million video views for our positive plastic stories and the start of a big step in readdressing sentiment around plastic