UNEP – Ogilvy Campaign Against Plastic
United Nations Environment Programme India partnered with Ogilvy India for a campaign with Designer Masaba Gupta to highlight work on phasing out single-use plastic.
Task
A unique fashion event to host an elite guest list in the rooftop of Cube, Andheri against a massive backdrop of Mumbai International Airport.
The United Nations Environment Programme (UNEP) India partnered with Ogilvy India for a campaign to highlight the brand’s work on phasing out single-use plastic in January 2020. Designer Masaba Gupta joined the initiative by transforming the campaign into a clothing line with detachable bags that sends out the message on #BeatPlasticPollution
Right from Dia Mirza to Sonal Dabral, Suresh Nayak & Piyush Pandey, the event saw attendance by many known names and faces and was conducted by The Event studio team using sustainable material for branding and fabrication.
UNEP India has been a major catalyst in India’s campaign against single-use plastic ever since #BeatPlasticPollution was launched on World Environment Day 2018 in partnership with the Ministry of Environment, Forest and Climate Change.
This creative collection aims to reduce the use of plastic bags in a unique way. Each garment has, as an exclusive accessory, a detachable reusable bag that is a fashion statement by itself. If you are an impulsive shopper, this is your go-to collection to do your bit for the environment. And fashionably too!
The team turned around the execution of the pitch dark black setup with sustainable materials unlike plastic infused vinyl & flex brandings in a matter of hours. The integral part was AV screens as apt support for showcasing TVC & Garment line with celebrities amidst media interactions
As a Venue, unique rooftop of Cube Andheri was selected as the massive backdrop of Mumbai International Airport and a flurry of gigantic aircrafts made apt minimalistic yet elite setup space to host the crème de la creme guest list.
Sukesh Nayak, Chief Creative Officer, Ogilvy, said, “This is Ogilvy India coming together to solve a global problem. We have worked on a global problem and have come up with an idea that is unique and universal. I am thankful that Masaba agreed to partner with us and bring our idea to life, by designing a clothing line, where a part of the garment, when needed, turns into a bag. This is high fashion making a statement and serving a purpose for a cause.”
Such campaigns have traditionally been a big draw at the international awards circuits, especially Cannes Lions.
“Masaba is a partner for the idea. When I write something, I look for a partner with whom I see my sensibility and thinking matching. Masaba was the first name that came into my mind and so we went to her. She imbibes the value of fashion that one goes after — modern, bold, fusion,” Nayak said.
The designed garment range has an exclusive accessory—a detachable reusable bag.
Online tutorials to design cloth bags in daily wear clothes will be out by next week on social media channels. Apart from this, the agency plans to collaborate with influencers to support and spread the social cause.
Heavily driven by digital, the campaign was also seen in other media formats.