With all eyes on international sport this summer, Greenpeace has taken the opportunity to lobby world leaders and ask for their commitment to a strong Global Plastics Treaty.

In a campaign created by creative agency, We Are Social, the charity plays on the summer of sporting competition, using the analogy of a race to convey the international journey towards ending single-use plastic.

Directed by Jon E Price, through We Are Social Studios, the campaign’s hero film shows the challenges in the way of reducing plastic production and pollution.

In the 75-second video, Greenpeace highlights the upcoming Global Plastics Treaty negotiations in Busan, South Korea taking place in November - the final meeting of five. These negotiations are vital to the global goal of reducing environmental impact. So, the timing of the campaign is highly relevant.

With timing in mind, the hero video plays with the imagery of a race. Politicians from different countries are seen competing to reach a finish line. Depicted in work attire, the troop make their way past various obstacles like bribery and Big Oil.

The race metaphor effectively portrays the global efforts going into the challenging task of securing a strong Plastics Treaty. In the end, no winner is shown, as the outcome of the negotiations won’t be known for a couple of months.

Explaining the idea behind the work, Capucine Dayen, Head of Global Communications and Engagement for Greenpeace’s plastics campaign, said: “The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea has started and we hope this film will help us get to the finish line”.

Dayen continued, “We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic free future, and We Are Social Studios’ social-first approach was perfect for this”.

Holding global politicians to account, the satirical film aims to acknowledge hard work but encourage world leaders to keep going.

Simon Richings, Executive Creative Director of We Are Social, explained: “The message is less about shaming them, and more about acknowledging the pressure and hard work required to get to this crucially important plastic reduction milestone. But we want them to win!”.

The film will run across Greenpeace’s social media platforms in the run-up to the final negotiations in November.

Using topical imagery and calculated timing, the campaign effectively captures attention. Successfully raising awareness for a highly important social issue, spurring on audiences and world leaders alike with the hope that the finish line is in sight.