
A report by HP and Planet Ark found that when it comes to environmental sustainability, Australians rate marine plastic pollution as their top concern. HP has been committed to reducing their footprint for 25+ years, creating sustainable ink and toner cartridges from recycled materials and breaking them down after use through a closed-loop recycling process.
To bring attention to our monster plastic problem and HP’s efforts to reduce it, I designed two landing pages and led the art direction for an awareness campaign based on a virtual and physical four metre high beast. Our beast weighed over 200kg, was 4m high and was entirely made out of ocean plastic, containing over 2,400 plastic bottles.
ROLE
Visual Direction, UI Design and Marketing Creative
TYPE
Marketing Activation
AGENCY
Wunderman Thompson
05 FEATURED
HP
An enemy you can't ignore
Before we unveiled the beast, we needed to set the tone and bring people into the journey. We started with a teaser campaign that connected images of wildlife that people know and love with heart-wrenching stats around the risk they face if pollution isn't brought under control.
Through OOH displays, social activations and two interactive landing pages, our campaigns and content shed light on a monstrous issue while setting the scene for the beats to come to life.

Shedding light on a monstrous issue
In the second phase, visitors could interact with a 3D model of the plastic beast. The Beast was designed specifically to engage the public with the environmental cause it represents, which allowed us to use it as a interactive medium to help educate the public on the impacts of plastic pollution.
We also created a real-life counterpart to drive engagement and awareness around the campaign. Our 200kg, 4m high beast activation was made from over 2,400 plastic bottles and was displayed at Circular Quay and the Maritime Museum in Sydney.


