HP
A report by HP and Planet Ark found that when it comes to environmental sustainability, Australians rate marine plastic pollution as their top concern. HP has been committed to reducing their footprint for 25+ years, creating sustainable ink and toner cartridges from recycled materials and breaking them down after use through a closed-loop recycling process.
To bring attention to our monster plastic problem and HP’s efforts to reduce it, I designed two landing pages and led the art direction for an awareness campaign based on a virtual and physical four metre high beast. Our physical beast weighed over 200kg, was 4m high and was made entirely out of ocean plastic, while our online beast counterpart provided contextual and emotive information about the effects of pollution on ocean wildlife.
Turning pollution into an enemy you can't ignore.
Before we unveiled the beast, we needed to set the tone and bring people into the journey. We started with a teaser campaign that connected images of wildlife that people know and love with heart-wrenching stats around the risk they face if pollution isn't brought under control. Through OOH displays, social activations and two interactive landing pages, our campaigns and content shed light on a monstrous issue while setting the scene for the beats to come to life.
In the second phase, visitors could interact with a 3D model of the plastic beast. The beast was designed specifically to engage the public with the environmental cause it represents, which allowed us to use it as a interactive medium to help educate the public on the impacts of plastic pollution. Our real-life 200kg, 4m high beast installation was made from over 2,400 plastic bottles. Displayed at Circular Quay and the Maritime Museum in Sydney, the activation drew attention from thousands of visitors and tourists each day, driving trafffic towards our online educational experience.
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