A recycling campaign for China proved to be an enlightening experience. After extensive research of the target market, main recycling issues and Chinese culture, a simple idea emerged: Immortality. One of the most prominent forms of trash in China and across the globe is plastic. Each of the posters shown below have a plastic item that creates mountains of landfields across the country.
The characters overlaying the hero plastic item translates to Immortal. The blurb at the bottom explains why: plastics were made to be indistructable – and that is exactly what they’ve become. The PSA ad urges this traditional culture to start to think before throwing their next plastic item away.