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Strategist // Spec Project

Intro

By 2050, there will be more plastic in the ocean than fish. What is a realistic solution to this problem? Reducing need for single-use products. It doesn’t necessarily matter how much plastic people recycle, because it’s not being recycled into what they want it to be anyway and with the number of people who are actually recycling, there’s still more plastic produced than can be reused.

Insight

To create lasting change to save and preserve our world, people need to move from a recycling mentality to a zero waste mentality.

Problem

Open individuals to the notion that the solution to taking care of Earth is to reduce the amount of waste they produce and also reflect on their personal impact on the future.

Big Idea

Create an exhibition at the Smithsonian National Museum of Natural History to display the legacy humans are leaving to be placed in future museums—plastic.

Tagline

Change the story 

Art Director: Sumner Mahaffey

Copywriter: Ian Forsyth

Strategist: Marinda Cummings