Description:

In 2024 the world gathered to debate the Global Plastics Treaty at INC-5. Our task was to shift the conversation from recycling to plastic production caps. We needed delegates to know that plastic = oil = climate-destroying emissions.

Our solution was to take a plastic bottle, drench it in oil and fill it with smoke. We coupled that with unignorable facts and stats in a hard hitting tone, bringing plastic production’s horrifying impact to life.

Digital, social, print and OOH ads drove to a website giving delegates and journalists the information they needed to change the debate.

Our target was to grow mentions of fossil fuels and petrostates at INC-5 by 25%, compared to INC-4. We smashed that target, increasing mentions by 50% on social media and 35% on traditional media. Influencer content scored 8.7 Million views and 516,000 engagements.

In a two week campaign targeting just 3,300+ delegates and a small group of journalists, our website received over 500 unique and active visitors, equivalent to over 15% audience engagement.

Crucially, by the end of INC-5, over 100 countries agreed that the Global Plastics Treaty must include production caps.