Heal The Bay DM MAJESTIC PLASTIC BAG by DDB California

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Industry Environmental & Animal Issues
Media Direct marketing
Market United States
Agency DDB California
Director Jeremy Konner
Executive Creative Director Matt Reinhard
Copywriter Regie Miller
Producer Andrew Miller
Editor Lucas Spaulding Of Spotwelders
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: HEAL THE BAY
Date of First Appearance: Aug 14 2010
Entry URL: http://www.youtube.com/watch?v=GLgh9h2ePYw
Executive Creative Director: Matt Reinhard (DDB)
Group Creative Director: Kevin McCarthy (DDB)
Art Director / Copywriter: Sarah Bates (DDB)
Copywriter: Regie Miller (DDB)
Executive Producer: Vanessa MacAdam (DDB)
Director: Jeremy Konner
Production Company: (Partizan)
Director of Photgraphy: Erik Haase
Producer: Andrew Miller (Partizan)
Executive Producer: Georges Berman/Sheila Stepanek (Partizan)
Mixer: Loren Silber
Editor: Lucas Spaulding
Lead Flame Artist / Title Designer: Chis Noellert
Post Producer: Stacey Kessler Aungust
Orginal Score: (Wojohn Brothers Music)
Media placement: Online - Youtube - 8.14.2011

Describe the brief/objective of the direct campaign.
Our objective was to raise public awareness in California of plastic pollution in the ocean created by single use plastic bags. We wanted to reach beyond the environmentally aware population and motivate people to email their representative, via Heal The Bay’s website, in support of the state wide single-use plastic bag ban, AB 1998.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Rather than taking a serious tone to match the subject matter, we created a humorous documentary that followed one plastic bag’s journey from the grocery store to the Pacific Ocean. The film encouraged people to go HealtheBay.org where they could join the cause and email their representative. In this way, we were able to reach people that we might otherwise have lost through traditional shame and guilt tactics.

Explain why the creative execution was relevant to the product or service.
The issue of plastic bag pollution needed to enter into a larger state wide conversation. Knowing that people are more receptive to a message when it comes from a friend or blogger they admire, the film was released on YouTube. This approach allowed people to pass along the link and encourage their friends to do the same. We took advantage of the viral nature of the film and prompted people to take quick action by contacting their state representative.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The film and story received coverage in over 200 news stories and blogs. The film received over 1.3 million views on YouTube in under six weeks. Traffic to Heal the Bay’s website increased 63%. Within months of its first posting, five municipalities across the state, including the cities of San Jose, Santa Monica and Los Angeles County, approved bans on single-use plastic shopping bags. This will affect 10 million Californians.