Ad of the Day | Greenpeace Campaign by We Are Social Lobbies World Leaders for a Strong Global Plastics Treaty

Aug. 08, 2024

Greenpeace International has launched a campaign that aims to pressure governments to commit to a strong Global Plastics Treaty that will cut plastic production and end single-use plastic. 

Created by global socially-led creative agency We Are Social, directed by Jon E Price through We Are Social Studios, the campaign draws attention to the Global Plastics Treaty negotiations taking place in Busan, South Korea in November this year. This is the final of five planned meetings, making it critical that world leaders agree to the treaty to reduce plastic production and pollution. 

With the clock ticking and the pressure on, Greenpeace, We Are Social and We Are Social Studios took inspiration from this year’s summer of sport to write and produce the 75 second film. It depicts global politicians running a metaphorical race, with the final UN plastics treaty negotiation as the finish line.

Along the way, the leaders face hurdles such as bribery attempts and an invasion of fossil fuels. The film ends on a cliffhanger, with the question of whether they have done enough to help secure a plastic-free future for the planet still uncertain. The film will run on Greenpeace’s social platforms. 

Capucine Dayen, Head of Global Communications and Engagement For Greenpeace’s plastics campaign, said:

“The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea has started and we hope this film will help us get to the finish line. We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic free future, and We Are Social Studios’ social-first approach was perfect for this.”

 

Dan Keefe, UK Head of We Are Social Studios, commented:

“Greenpeace is a bucket list client with a track record of amazing work. We are so excited to have had the opportunity to work with a charity that creates such tangible change. This project allowed the team to flex their film craft skills and collaborate directly with clients, delivering an important message in a powerful way with our amazing partners and crew.”

 

Simon Richings, ECD of We Are Social, said:

“The film is on the satirical side, of course – watching these men and women run in their suits is funny. But the message is less about shaming them, and more about acknowledging the pressure and hard work required to get to this crucially important plastic reduction milestone. But we want them to win!”