Every year, up to 13 million tons of plastic end up in our oceans – and they came to stay: even 450 years later, small parts of plastic are still threatening the life of millions of animals.

If we continue this way, in 2050 there will be more plastics than fish in the sea.

Idea: #visionplasticfree: Detergent Brand Dash is developing innovative ways of reducing the amount of plastic in their products and packaging to get closer to zero step by step. Their vision is based on the belief that recycling is good, but avoiding plastic is even better.

To bring this message to life, we developed an emotional story about the consequences of plastic pollution by touching people, not by judging them.

Execution: We used the fact that Dash is focusing on innovative forms of paper packaging and created a lovely film set in a world made of paper, threatened by carelessly dumped plastic waste.

Working closely together in a very small team, we put a lot of work into the details to both merge and separate the two worlds of paper and plastic. Thus, the paper figures move at 12.5 fps to achieve a stop motion feel, while the plastic elements were animated at 25 fps.

It is worth mentioning that all 3d work and cinematography was done by only one artist.

The campaign quickly reached over 147.000.000 contacts and was covered by several media news platforms all around the world, giving our little penguin – the hero of our story – the voice it deserves.