FOR
GMIC — Glass Manufacturing Industry Council
PROBLEM
Microplastics are everywhere. In the water. In the food. In the air.
In you, specifically, right now, as you read this.
The plastics industry has messaging. Scientists have data. Environmentalists have documentaries. The glass lobby has Winningism.
ASSIGNMENT
Create a sonic solution that communicates the dangers of microplastic consumption while positioning glass as the obvious, elegant, and superior alternative.
STRATEGIC INSIGHT
People don't change behavior because of facts.
They change behavior because of feelings.
How do we feel the microplastics we don't feel?
THE WIN
On the list of horrible things that paralyze us with fear for much of the day and will definitely kill us soon, microplastics has gone up one, from 56 to 55.
