On a day that named winners in five categories, the lauded Trash Isles campaign by AMV BBDO and LADBible won the Grand Prix in Design on Tuesday at Cannes Lions.
It was one of the campaigns Wayne Pick, former global creative director at Rapp and now executive creative director at Auckland-based agency Colenso BBDO, picked just days ago to win a Cannes Lion.
The Trash Isles was created by AMV BBDO for and in conjunction with the LADBible and The Plastic Oceans Foundation. It has been attracting big names to the cause and it now has the support of more citizens than 27 other countries', having overtaken Samoa in population size and breathing down Iceland’s neck.
The campaign has been described as “An innovative way to raise awareness of a problem that is often not seen” by the spokesmen for the secretary general of United Nations.
The description of the cause by the organization: In the North Pacific there is so much plastic an area of trash the size of France has formed. Governments have simply ignored it. So we found a way to ensure they couldn’t. By turning the country sized trash patch into an official country. On World Oceans Day, 8 June 2017, the Plastic Oceans Foundation and LadBible submitted an application to The United Nations to recognise the Trash Isles as an official country. Because if it is recognised as an official country, then other countries are obliged to help clean it up. We created an identity for the country and asked the public to support it by becoming citizens.
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Other Cannes Grand Prix winners include: Corruption Detector from Grey Brazil Sao Paulo, Grand Prix Mobile Lions; Follow the Arches for McDonald's from Cossette Toronto, Grand Prix Outdoor Lions; Tagwords for AB InBev from Africa Sao Paulo for the Outdoor win; and Soccer Song for Change for AB InBev from Ogilvy Cape Town in the Radio & Audio Lions category.
Eight million tons of plastic is dumped in our ocean each year. Despite the scale of this problem and the massive areas this plastic is now forming governments have simply ignored it and the public are unaware of it.
The design assets namely the flag, currency, passport and stamps added a lot to the project. It helped to make something that sits hundreds of miles out at sea more tangible to the public by showing the excruciating horror of the plastic problem.
The design materials were part of a campaign that achieved over 200,000 signatures on our petition, reached over half a billion people. It was talked about on international news channels and written about in hundreds of blogs around the world praising it for its design and visual impact.
On World Oceans Day 2017, the Plastic Oceans Foundation and LadBible submitted an application to The United Nations to recognise The Trash Isles as an official country. Because if it is recognised as an official country, then other countries are obliged to help clean it up. We created an identity for the country and asked the public to support it by becoming citizens.
The Plastic Oceans Foundation is a global non-profit organisation that addresses the issue of plastic pollution and how it impacts our waters and sea life so they were perfect to bring attention to the amount of plastic clogging up our oceans.
Paul Brazier AMVBBDO Chief Creative Officer
Alex Grieve AMVBBDO Executive Creative Director
Adrian Rossi AMVBBDO Executive Creative Director
Nicholas Hulley AMVBBDO Creative Director
Nadja Lossgott AMVBBDO Creative Director
Michael Hughes AMVBBDO Copywriter
Dalatando Almeida AMVBBDO Art Director
Matthew Harrington AMVBBDO Partnership
Stephen Mai LadBible Head of Marketing & Design