Chile produces more plastic than any other South American country, recycling less than 10 per cent of it, and it is having a huge impact on the surrounding environment.
To draw attention to the problem, Greenpeace and its creative agency Cheil have launched a new campaign called ‘The Nature of Plastic’ where five of Chile’s iconic locations have been re-imagined in plastic.
The five locations include Easter Island, the Atacama desert, El Plomo mountain, the El Morado glacier, and Araucania forest.
The aim of the campaign is to highlight the extent of the problem and encourage people to modify their consumption habits to drastically reduce plastic waste.
The work will run on billboards, in magazines and on digital platforms for four weeks across March and April 2021.
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Commenting on the work, Mariana Peluffo, regional creative director at Cheil Central America, said: “Greenpeace has a powerful voice that has set the tone for this campaign.
“From the beginning, we knew we wanted to create a stunning visual campaign that could effectively reflect what plastic pollution is doing to nature.
“From a different perspective, ‘The Nature of Plastic’ campaign exposes a clear message: plastic is everywhere. The most important thing is that every print has a QR code to take action immediately,” Peluffo said.
Soledad Acuña, project leader at Greenpeace, added: “Plastic, in its different forms – microplastics – is covering the earth completely.
“We developed this campaign to raise awareness of how plastic is modifying all our landscapes irreversibly, even in protected environments. If we act now, we can stop the spread of plastic.”
