A campaign to protect the future of beach holidays
To get people to ditch their plastic water bottles, I decided to try shock tactics. By using a ‘hit them where it hurts’ approach, I wanted to make the problem personal to them rather than it being someone else’s problem to solve. So what better way to dramatise the issue of plastic waste than by outlining the potential extinction of the UK’s beloved beach holidays.
“Wish you were here?” Directly selling the nightmare
A range of postcard direct mails were produced to directly hit people in the comfort of their homes. Each postcard had a different future scenario featuring a popular beach resort turned into a grim plastic-riddened nightmare. On the reverse the copy appeared to come from a friend telling of their amazing holiday … but in reality it had a distinct twist.
Hard-hitting social
Using all the most popular beach holiday destinations, I devised a range of impactful SoMe posts to highlight the potential future damage to our beloved getaways. These did a great job in positioning The Whent brand at the forefront of being proactive in tackling plastic waste.
Mural messaging
A plan to get local artists to paint / spray murals on the walls of prominent buildings. These would be situated in the country’s most popular seaside towns and deliver a grim future message for holiday makers / passers-by.
#lochmessmonster
I devised an initiative to highlight the problem of plastic waste closer to home, and link The Whent to the cause. The ‘Loch Mess Monster’ was proposed to be created out of the plastic waste on the loch, with the intention that people visiting would take a ‘selfie’ with the monster and share on their channels.
