Plastic Bags – Breaking the habit

Thecontext

Humans are creatures of habit. From the type of clothes we wear to the food we eat or even the values we uphold, habits can allow us to do things more effectively. But breaking the chains of a particularly bad habit can be hard. The same goes for a bad relationship: we know we would be better off without it, but there’s something that keeps pulling us back. Every minute 190,000 plastic bags are used across Europe; many become a threat to the environment and wildlife at sea as plastic waste. We’re all well aware of its impact on the environment, yet it has been difficult to end this long, serious but toxic relationship!

Humans are creatures of habit. From the type of clothes we wear to the food we eat or even the values we uphold, habits can allow us to do things more effectively. But breaking the chains of a particularly bad habit can be hard. The same goes for a bad relationship: we know we would be better off without it, but there’s something that keeps pulling us back. Every minute 190,000 plastic bags are used across Europe; many become a threat to the environment and wildlife at sea as plastic waste. We’re all well aware of its impact on the environment, yet it has been difficult to end this long, serious but toxic relationship!

Thechallenge

The European Commission wanted to demonstrate its efforts in reducing waste, all the while encouraging others to join the movement. We were asked to produce four videos, including a creative teaser featuring an appealing call-to-action. This long-time issue is fairly known among EU citizens as several countries introduced a levy on plastic bags in recent years. So we needed to create buzz around this indisputable problem in an emotive, powerful way to engage Europeans in this cause even further. In a way, it was about asking each and every one of us to put an end to a bad habit.

The European Commission wanted to demonstrate its efforts in reducing waste, all the while encouraging others to join the movement. We were asked to produce four videos, including a creative teaser featuring an appealing call-to-action. This long-time issue is fairly known among EU citizens as several countries introduced a levy on plastic bags in recent years. So we needed to create buzz around this indisputable problem in an emotive, powerful way to engage Europeans in this cause even further. In a way, it was about asking each and every one of us to put an end to a bad habit.

Ourapproach

We wanted people to understand how simple, yet crucial our message was. So we thought it best to engage viewers without even telling them - at first - what we were actually talking about. To make sure we were heard, we produced a dramatic clip that appears like a trailer of the next box-office hit. A young man is having a difficult conversation, but we don’t see who he’s talking to. He’s using all the right words to let the other down gently. He doesn’t want to be in a relationship out of convenience. Only he is not breaking up with his partner, he is breaking his bad habit of using lightweight plastic bags.

We wanted people to understand how simple, yet crucial our message was. So we thought it best to engage viewers without even telling them - at first - what we were actually talking about. To make sure we were heard, we produced a dramatic clip that appears like a trailer of the next box-office hit. A young man is having a difficult conversation, but we don’t see who he’s talking to. He’s using all the right words to let the other down gently. He doesn’t want to be in a relationship out of convenience. Only he is not breaking up with his partner, he is breaking his bad habit of using lightweight plastic bags.

Theresults

We produced four videos to promote the new EU Directive on Plastic Bags: the creative clip; easy-to-understand info on how to implement the directive; sharing of success stories; and information on the consumption of plastic bags in target countries. We reached impressive results with a total of 83 media reports on the topic, reaching an aggregated audience of 58,979,550 unique monthly visitors. On social media, the creative clip reached over 300,000 people and over 170,000 views and counting!

 

All images & videos © — 2016 — European Union. All rights reserved.

We produced four videos to promote the new EU Directive on Plastic Bags: the creative clip; easy-to-understand info on how to implement the directive; sharing of success stories; and information on the consumption of plastic bags in target countries. We reached impressive results with a total of 83 media reports on the topic, reaching an aggregated audience of 58,979,550 unique monthly visitors. On social media, the creative clip reached over 300,000 people and over 170,000 views and counting!

 

All images & videos © — 2016 — European Union. All rights reserved.