No matter how much people are encouraged to recycle, it won't be enough unless they cut down their consumption, including of plastics. This campaign is one of a series to motivate the public not just to recycle more, but to consume less.
Plastic is one of the leading sources of ocean pollution, with devastating impacts on marine life, nowhere worse than in the Monterey Bay National Marine Sanctuary, a major whale habitat. And as processors of recyclable plastics cut back on what they'll accept, the problem is only growing. In conjunction with Earth Day, the client asked us to find ways to dramatize the need for us all to change our consumerist way of life.
Based on reach and engagement with online versions of the ad, it was one of the client's most popular ads ever.