Greenpeace ad imagines world leaders running a race to cut plastic pollution

Greenpeace International is pressuring governments to cut plastic production and end single-use plastic ahead of the United Nations Global Plastics Treaty negotiations, which culminate in November.

Inspired by this year’s summer of sport, the campaign portrayed the upcoming deadline as a race, with global politicians as the contestants and the UN plastics treaty negotiation as the finish line.

We Are Social created the campaign. The 75-second film was directed by Jon E Price through We Are Social Studios.

On the race track, the suited-up leaders face hurdles such as bribery attempts and an invasion of fossil fuels. The film ends by questioning whether they have done enough to help secure a plastic-free future for the planet. 

Commentators in the film narrate the race. One says: “South Korea, UK, US and India. Countries all seem to be in surprising environmental form today.”

Negotiations for the treaty will take place in Busan, South Korea, marking the last of five meetings. Canada held the most recent negotiations, in which the UK and US did not support proposals to cut plastic production.

The film closes with text appearing on screen that reads: “It’s time for our leaders to go the distance. It’s time to cut production and end the age of plastic."

Lauren Ashton from We Are Social was the creative.

Capucine Dayen, head of global communications and engagement for Greenpeace’s plastics campaign, said: “The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea, has started, and we hope this film will help us get to the finish line. We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic-free future, and We Are Social Studios’ social-first approach was perfect for this.”

The film will run on Greenpeace’s social platforms. 

Simon Richings, executive creative director at We Are Social, said: “The film is on the satirical side, of course–watching these men and women run in their suits is funny. However, the message is less about shaming them and more about acknowledging the pressure and hard work required for this crucially important plastic reduction milestone. But we want them to win.”