HOW THE RIGHT IDEA CAN CHANGE THE WORLD

ROSIE ARNOLD HIGH­LIGHTS AMV BBDO’S MULTI-AWARD-WIN­NING TRASH ISLES CAM­PAIGN AS AN EX­AM­PLE OF WHAT A GREAT IDEA CAN DO

Computer Arts - - SPECIAL REPORT -

Win­ning three Yel­low, three Graphite and four Wood Pen­cils at D&AD in 2018, Trash Isles demon­strates how out-of-the-box think­ing can pro­vide a to­tally fresh per­spec­tive on how to solve a seem­ingly in­sur­mount­able is­sue.

“Trash Isles is a cre­ative an­swer to a mas­sive prob­lem: there’s too much plas­tic in the oceans,” she ex­plains. In the in­ter­na­tional wa­ters of the North Pa­cific, a vast is­land of plas­tic trash the size of France has been largely ig­nored by gov­ern­ments the world over.

In an in­ge­nious twist, Plas­tic Oceans Foun­da­tion and LADbible sub­mit­ted an ap­pli­ca­tion to the UN to recog­nise The Trash Isles as an of­fi­cial coun­try – thus com­pelling other na­tions to clean it up. Some 200,000 peo­ple be­came ci­ti­zens of the ‘coun­try’, and the cam­paign reached half a bil­lion peo­ple.

Craft took the ex­e­cu­tion to the next level – AMV BBDO gave The Trash Isles its own flag, a pass­port, even a cur­rency. But it was that sim­ple, pow­er­ful idea that gave the cam­paign some real teeth.

“It forced the UN into a po­si­tion where they had to con­front it, as op­posed to just cre­at­ing some­thing beau­ti­ful that gov­ern­ments can turn a blind eye to,” says Arnold. “When leg­is­la­tion hap­pens, that’s when change hap­pens. That piece of think­ing re­ally made a dif­fer­ence.”

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