Cap Plastic Now
Big plastic. Big oil. Big emissions.
OOH, print, digital and social campaign calling for a cap on plastic production
The story
Plastic is a global pollution problem. Recycling alone won’t solve it. The amount of plastic produced by the oil and plastics industries is set to at least double by 2050. It will be one of the largest drivers of oil demand and carbon emissions.
In 2024 the world gathered to debate the Global Plastics Treaty at INC-5 in Busan, South Korea, our task was to shift the conversation from recycling promises to production caps.
The campaign was targeted at the 3,300+ INC-5 delegates and journalists covering the event, and needed to cut through significant pro-plastic propaganda. Our solution was an everyday plastic bottle, drenching in crude oil and belching out carbon emissions.
This was coupled with the one thing we wanted the audience to remember: Plastic = oil = emissions, plus hard-hitting stats and proof points.
Ads were placed where we knew delegates would be, across OOH, in print, online and on social throughout INC-5. They drove to a website giving delegates and journalists the data and policy arguments needed to change the conversation and make the case for change.
The results
During INC mentions of fossil fuels and petrostates grew by 50% on social media and by 35% on traditional media. Influencer content for the campaign scored 8.7 Million views and 516,000 engagements. Crucially over 100 countries agreed the Treaty must include production caps. The fight for plastic production caps is ongoing.
We partnered on: Campaign concept, messaging strategy and copywriting
Collaborated with: Jory&Co, Founder and Creative Director Ben Jory, Senior Designers: Charlotte McCrae, Andy Aitken, Frana Hollands, Jonti Griffin, Senior Animator: Jackson Croucher, Senior Client Director: Kathryn Brown, Client Manager: Pola Mikulski, Client Executive: Iona Coleman
Awards: Purpose Awards
“Politicians and negotiators at INC-5 know the link between plastics, oil and emissions. But when met with fossil fuel industry lobbyists keen to push the benefits of plastic, it’s all too easy for them to forget. By visually linking the ubiquitous plastic bottle with a gross dripping oil and disgusting billowing emissions we made this irrefutable fact impossible to forget and impossible to ignore.”
Ben Jory Creative Director, Jory&Co
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