We wanted to come up with a clever way to get people to cut down on their consumption of single-use plastic.

It’s our unconscious routine: we buy beverages/food packages/toiletries, we consume them, we throw them away. Each time, contributing more and more plastic to our planet. How can we disrupt this complacent cycle? How can we alert people to the fact that plastic takes 500+ years to decompose?

When seeing expiration labels on plastic containers—we only think of the expiration date of the contents inside—not the plastic container itself. So Zero Waste Europe created a new type of expiration label: an expiration label for plastic.

This is a student spec project, and our creative mentors have unanimously lauded the campaign and are helping to explore ways/logistics for turning it into a reality.