A global campaign that reframed the plastics agenda, setting the direction and creating the launch pad for what comes next.
The Ellen MacArthur Foundation needed a campaign to unify their global plastics agenda. One that could work across social, digital and broadcast, build their brand distinctiveness, and galvanise industry leaders to act around a shared 2030 agenda. Working as part of the internal content and delivery team, I helped set the creative vision, bridging comms, editorial and creative to build a unified campaign framework from the inside out.
The central concept, Impossible, Possible, Inevitable, reframed the plastics challenge not as an insurmountable problem but as a breakthrough moment waiting to happen. Anchored in the story of Roger Bannister breaking the four-minute mile, it gave the Foundation a campaign with a clear emotional spine and a visual system that could carry across every touchpoint.
Getting there felt like a proper process from start to finish. We got the brief, played with it, pushed it. Discovery, playback, iteration, build again.
Every stage brought the right people in at the right moment and the right energy to make something worth making.
A campaign with a clear emotional spine, a visual system that works across every touchpoint, and a rallying call for industry leaders to join a shared agenda. It set the tone for how our team would work on big campaigns going forward. The outputs were highly regarded and well received across the organisation, and set the path for future campaigns to build from.
