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
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.”