Problem: promoting an eco campaign centered on recycling. The whole campaign was initiated by “Keep America Beautiful” Foundation.
Strategy: We have based the whole concept around a shocking and “moving” message that should lead everybody to reflection and make each one of us question ourselves. We have considered that only such a message can make each individual change his/her attitude and become more environmentally responsible.
Solution: To make our message as direct and personal as possible, we have made up a probable and devastating scenario, a likely “ending” of the human race in case we might continue treating the climate change with ignorance and indifference. This “could be” scenario is a reality that takes place in the future when we, all humans, become a “history subject” and a “study topic” for other civilizations (aliens). In the visual print, we have included the cause of human decline and fall: the continuous, uncontrolled and irresponsible pollution. The headline “ We’re the Laughing Stock of the Universe” has an ironical nuance, urging each individual to be aware of the gravity of this problem, change his/her attitude and become more responsible.