CHALLENGE

There’s a new weapon of mass destruction: Single-use plastic. More than 5 trillion pieces are currently drowning our oceans. With 9 million tons more thrown in every year. At the same time, the citizens of the 12 most plastic-polluted countries in the world reside in the United Arab Emirates. Our challenge was to highlight the impact of marine pollution in their home countries and urge them to choose planet over plastic.

OBJECTIVE

Transform an "out of sight, out of mind" issue into motivation to make a behaviour change today.

2019: THE PLANET YEAR.

12 artists. 12 most plastic-polluted oceans and countries. 12 artworks.

Part of National Geographic’s ‘PLASTIC OR PLANET?’ initiative,

it’s an eye-opening multi-channel campaign including magazine ads, posters and National Geographic’s 2019 calendar.

A year-long call-to-action to turn the tide and live with zero single-use plastic.