"The Trash Isles," which won the Grand Prix for PR, was meant to force a conversation about plastic in the oceans by encouraging young people to lobby the United Nations to deem it a country of its own. The Plastic Oceans Foundation and publisher LADBible worked with AMV BBDO in London to create the effort.
The jury didn't spend a lot of time debating what truly comprises PR, according to Jury President Stuart Smith, global CEO at Ogilvy PR. It focused instead on the ideas at the center of each entry. The industry needs ideas, Smith said, wherever they come from.
"The Trash Aisles" gave a voice to a problem that has persisted for a long time but "doesn't actually have a voice," Smith added.
The campaign received the Grand Prix for Design on Tuesday. LADbible and Plastic Oceans worked with AMV BBDO in London to create "The Trash Isles." The campaign was meant to encourage young people to lobby the United Nations to acknowledge the plastic in oceans as its own country to force a conversation around the issue.
Jury president Johnny Tan, executive creative director for APAC at 72andSunny, said the work was "extremely brave" and "extremely challenging," and said it had a huge cultural impact.