Plastic campaign bags Design prize
An ingenious campaign called 'The Trash Isles' has scooped this year’s design Grand Prix for AMV BBDO London, LADbible and Plastic Oceans. Jury president Jonny Tan, executive director APAC at 72andSunny, said it was the kind of campaign “that shows how creativity can make the world a better place, with design as a secret weapon.”
The campaign was built around the fact there is an agglomeration of plastic debris the size of France floating in the Pacific Ocean. This gave Plastic Oceans and LADbible the idea of registering the debris as an independent country called The Trash Isles. Once done, this created an obligation for other countries to act to help clean it up. By awarding citizenship to celebrities ranging from Al Gore to Judi Dench (Queen of The Trash Isles), the campaign generated high levels of engagement on social media.
“It was an audacious, brave and challenging piece of work,” said Tan, “that brought with it a slew of collateral such as passport, currency, stamps and citizens. Every element was well thought out and designed. It really demonstrated the power of what you can achieve with a great idea, and the reward was huge cultural impact.”
In general, Tan said the design jury saw “a lot of amazing work, a lot of brave work that championed social causes, breaking boundaries and causing a lot of debate.” Seven Gold Lions were awarded to campaigns from France (2), the US (2), Canada, Germany and Japan. Intel won two Golds for its Drone Light Show at the Olympics.