Campaign: Are You Packing Microplastics?
Campaign: Are You Packing Microplastics?
Objective: Danish NGO Plastic Change launched a campaign that packs, or bottles, a punch. Titled Are You Packing Microplastics? Created in collaboration with Copenhagen-based agency Worth Your While and the art collective Glue Society, the campaign targets an audience often left out of environmental conversations: men. Using familiar visual language pulled straight from Calvin Klein’s playbook, the visuals ask provocatively, “How toxic is your masculinity?” and state that “4 out of 5 dicks are packing plastic.” Testosterone meets toxicity. It’s time to talk about plastic masculinity.
Why it works:
1. Classic in-your-face marketing. Close shots, black-and-white photography, raw, unfiltered bodies, attention-grabbing, eye-stopping, and shock-and-awe. This campaign embodies what works, and yes, sex still sells.
2. This campaign is geared towards men; the message is clear and unmistakable. It’s about health, the most sensitive and personal part of a man. There’s no easy way to approach this subject without being crude or pornographic, but in a Calvin Klein-style, it solves that issue, it’s classy, clean, beautiful, manly, familiar, yet important.
3. If it makes you stop, giggle, and makes you think, then it’s done its job.
