This campaign was the winning pitch to launch National Geographic's Planet or Plastic? initiative in the Middle East, in partnership with the UAE government.

Our insight came from the country's unique demographics.

More than 80% of UAE residents are expatriates.
While plastic pollution is not yet a major local issue, we discovered that 9 of the country's 12 largest expatriate communities come from nations that are among the world's biggest contributors to ocean plastic pollution.

We created visuals inspired by environmental headlines from their home countries and invited artists from those same nations to bring the campaign to life.