Cannes Lions

Seventh Generation - Live for Once

72ANDSUNNY, Brooklyn / SEVENTH GENERATION / 2016

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Live for Once’ provokes fashion-conscious, twentysomething women to reconsider their next purchase of a single-use plastic bottle. The satirical film illustrates the thoughtless consumption at the heart of an environmental crisis by promoting a fake water brand for millennials called ‘Once Water.’

Through cliché vignettes and an inspirational, hipster soundtrack, ‘Live for Once’ subverts millennial trends to position single-use plastics as a fading, unfashionable trend. The film follows beautiful but mindless young people filling concerts, swimming pools and natural landscapes with crushed plastic bottles. It concludes by revealing the bobble reusable bottle as a stylish, lasting alternative to single-use plastics and the unfashionable, disposable lifestyle of Once Water.

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