| Title | The plastic in nature is scary |
| Brief | For generations, Romanians believe that the forests and rivers hide scary mythical creatures. Werewolves and witches. Dragons and monsters. Vampires or ghouls. They live in dense, dark forests or in the depths of waters.Nature hides something truly frightening. Only, it's REAL and we encounter it daily: PLASTIC.SOLUTIONWe've created an immersive experience where we confronted Romanians' preconceptions with the reality of Romania's forests, where only the plastic is truly terrifying.Inspired by plastic found in forests, we created the most feared characters from Romanian myths and folklore. We lured people into a "dark forest", right in the heart of their communities, and jump-scared the audience, making them wonder: what is truly scary?A simple question that triggered a reaction from the residents from the most polluted areas of Romania: Brașov area and the Delta. 91% of the participants stated that they will pick up plastic waste left by others more often. So, we armed them with a plastic clean-up kit.RESULTSThe campaign reached over 95% of the population in Brașov and 50% in Mahmudia (Danube Delta). In both areas, awareness of the plastic problem in nature increased by over 26%. And one ton of plastic was collected by citizens.Campaign reached over 1,470,000 people. Dozens of publications picked up the news and encouraged locals to collect plastic. Furthermore, the authorities provided free media spaces to promote the campaign. |
| Agency |
Mercury360
|
| Campaign |
The plastic in nature is scary
|
| Advertiser |
WWF
|
| Brand |
WWF Romania
|
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