Bench Stressed by Plastic! | #WorldEarthDay

As we prepare to celebrate Earth Day, and with it, its theme of Planet and Plastics, it was imperative to forge a strong personal connection for the audience within the realm of the problem. A large part of the motivation to do so also stemmed from the fact that the plastic waste crisis is one of the more human-led issues of climate change, wherein individual consumption continues to aggravate the problem.

Using a visual and tonal device as ubiquitous as a gym technique to send the message across, we captured the scale of the plastic waste problem by directly showing its burdening impact on the planet and how it weighs down on the planet.

Because at the end of the day, the entire waste crisis boils down to one unit of measurement: Weight. And that is exactly what we used to make the communication of this problem more exciting, eye-catching, and alarming.