Responses by Richard Elwell and Jon Harrison, creative partners, One Black Bear and Jason Vinny Vinciguerra, creative contributor
Background: As part of a campaign for global initiative Plastic Bag Free World and its Plastic Bag Free Day, we created print ads to highlight the effects of plastic bags on the environment. Additionally, and to deliberately counter the well-known “Bag for life” initiative, we created the “Bag for death, ”a hard hitting and over the top tag applied to any carrier bag that is designed for single use and then disregarded.
Reasoning: With so many marine wildlife deaths attributed to plastic bags, we wanted to completely stigmatize single use bags by labeling them in an overly dramatic way, much like cigarette box “anti-branding.”
Challenges: The ideas were finalized on the day of Plastic Bag Free Day, so we had to work with a last minute idea created with zero budgets. However, we knew the print ads were disruptive enough to produce and would stand out within the public interest and charity sector.
Favorite details: The use of arresting, bag clad “heads” that is quite a taboo imagery-wise. We’ve become a bit complacent to seeing plastic bags linked to harming wildlife and the environment, but we rarely see them in context of the human cost.
Time constraints: Ideally, we’d have shot the three different executions. Time constraints meant we had to source the imagery from stock and then retouch each image to sit comfortably within the campaign.