Earth Month: Greenpeace - Who is behind the world's plastic crisis?

Greenpeace delivers a solid rallying cry to end plastic production, but faces struggles to ensure people encode it to memory.

Screened October 2018 | 70 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened October 2018 | 70 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:00-0:08; 0:31-0:35]

  • Opening moments with black background and white text on screen: “There’s an enemy among us. It’s destroying our world.”

  • Heavy drum beat, Black with text on screen: “8 billion tonnes of plastic have already invaded the earth”, then images of a large truck dumping packed plastic in a dump. Black with text on screen: “90% of it has never been recycled”

What fails to engage?

[0:19-0:24; 0:36-0:41; 0:47-0:52]

  • A can floating, then black with text on screen: “It’s hard to destroy.” A bird caught in garbage, then black with text on screen: “It kills”

  • Plastic bottles litter a beach, black with text on screen: “It pollutes oceans, rivers, soils.” Images of plastic bottle waste packed together

  • Black with text on screen: “and if they don’t stop it now…” followed by an image sequence of a Colgate toothpaste tube, a Coca Cola bottle, a Proclinplastic wrap, a green plastic bottle, a white plastic bottle with “Clear” on it, a Nescafe wrapper.  This immediately follows black with text on screen “Big corporations are behind plastic production”, followed by images of blue plastic bottles on an assembly line, bread being packaged with plastic wrap.

Additional thoughts:

  • The spot’s best levels of Connection came following the final image sequence of waste (0:53-0:58), with black with text on screen “Plastic production could quadruple by 2050.” and a final call to action of “Ask corporations to stop plastic production”, listing the logos of several of the world’s biggest packaged goods brands. 


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