GREENPEACE
I led the development of the interactive launch of the digital campaign, conceptualizing the idea, shaping its strategic direction, designing the key visual, and adapting the concept seamlessly across multiple platforms.
CLIENT
SERVICES
INDUSTRY
GREENPEACE
INTERACTIVE SOCIAL CAMPAIGN
GREEN
THE PROBLEM
While the world’s eyes are on the excitement of the World Cup, our planet is facing a critical challenge—single-use plastic. This digital awareness campaign aims to tackle this pressing issue head-on while embracing the passion and energy of the beautiful game, uniting fans to champion both football and sustainability.
THE CONCEPT
To capture the attention of an audience engrossed in the World Cup, a unique concept was born: a Toxic Football Team. This fictional team takes to the field, symbolizing the devastating impact of single-use plastic, playing alongside the excitement of the game to deliver a powerful message of awareness.
THE IDEA
Introducing a one-of-a-kind football team with three unconventional players, each representing a single-use plastic product “THE PLASTIKATI NATIONAL TEAM”
PLASTIC BAG
PLASTIC BOTTLE
PLASTIC CUP
Each "player" comes with its own stats—strengths, weaknesses, and life duration—mirroring their environmental impact.
This interactive digital campaign kicks off by unveiling the team, inviting audiences to engage, learn, and take action. Viewers become the ultimate referees, armed with the power to “kick out” these players from the World Cup. Along the way, they gain valuable insights and awareness about the harmful effects of these single-use plastics, making sustainability a game worth winning.
The campaign us signed by #intaalhakam (you are the judge) encouraging the audience to participate and vote.
Stage 1
Four days before the game, a striking key visual is unveiled, introducing the Plastic Team and shedding light on the dangers each "player" brings to the field. To deepen the emotional connection and create a lasting impression, the team is given a bold, distinctive logo, with each "player" sporting a unique label that highlights their individual impact. This sets the stage for an engaging and impactful awareness campaign.
Stage 2
On World Cup opening day, the second phase of the campaign kicks off, placing each Plastic Team "player" in a strategic and relevant position on the field.
This is where the audience becomes part of the action. Using Facebook as the interactive platform, viewers act as referees, dishing out "fouls" to the players by reacting with the angry face emoji. Each "foul" brings the players closer to elimination, with the ultimate goal of collecting 5,000 fouls to issue a red card and kick the offending player out of the game.
This gamified mechanic not only drives engagement but also amplifies awareness, making the audience active participants in tackling single-use plastic pollution.
Stage 3
Once the audience reaches the target number of "fouls," three powerful visuals are unveiled, showcasing the players dramatically exiting the World Cup. Each visual captures the moment of defeat, emphasizing the consequences of their harmful presence. These striking images leave a lasting impression, reinforcing the message and celebrating the audience’s role in kicking single-use plastics out of the game.
Stage 4
Following the dramatic knockout of the "Plastikati" team, the Eco-Team takes the field in their place. Representing sustainable and eco-friendly alternatives, the Eco-Team brings a fresh, hopeful energy to the campaign, symbolizing the positive change that comes from eliminating single-use plastics. Their arrival marks a victorious moment, inspiring the audience to champion a greener, cleaner future.
