Ad of the Day: Surfers Against Sewage refashions global military threats from plastic

The campaign turns plastic objects into threatening armoury

Environmental charity Surfers Against Sewage is calling on the public to boycott single use plastic with a campaign that turns the build-up of trashed bottles, coffee cups and bags into bombs, submarines and even a new country called Wasteland.

Created by M&C Saatchi, the integrated initiative spans print, social and digital, including a video voiced by Imelda Staunton. The actress tells viewers “a new superpower is rising in the Pacific” that is “amassing the greatest chemical threat ever known”.

Wasteland, whose “its aggressive expansion is being ignored”, is not, in fact, a new country but a continent-sized area of plastic waste that poses a global threat. The apocalyptic-style film calls on consumers to ‘join the resistance’ and boycott single use plastics.

The campaign also includes a ship built entirely of marine litter, a Google maps overlay, an influencer programme, a series of instructional videos and posters for social and print that depict every day plastic objects as life-threatening military weaponry.

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