For 130 years, National Geographic (Nat Geo) has documented the stories of our planet, providing audiences around the world with a window into the earth’s breathtaking beauty as well as to the threats it faces. In 2018, Nat Geo launched the thought-provoking PLASTIC OR PLANET? initiative on its front cover to highlight the global plastic pollution problem.

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.

We designed an eye-opening poster campaign titled THE PLANET YEAR.

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

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

We collaborated with 12 young artivists from the 12 countries with the most polluted oceans to create 12 behaviour-changing artworks. Each one highlighting the severe environmental impact of single-use plastic on their country’s marine life and future.

12 most plastic-polluted countries: 1. China 2. Indonesia 3. Philippines 4. Vietnam 5. Sri Lanka 6. Thailand 7. Egypt 8. Malaysia 9. Nigeria 10. Bangladesh 11. South Africa 12. India Source: www.earthday.org

Illustration styles and techniques include pop surrealism, hyper realism, pointillism, pen and ink, chalk, 2D vector illustration, digital printmaking, digital acrylic painting, digital woodcutting and more.

- 8,684,792 media impressions

- USD 323,499.36 free media and PR coverage

- Positive sentiment across all target groups

- 31% increase in site traffic year on year