AlJazzera : One Future
Maybe if we wrap it in plastic, it won't melt!
How can we effectively raise awareness about the environmental impact of plastic usage in a country where each supermarket item is bagged separately in plastic?
Brief Background
While applying for an internship at Al Jazeera, I was given a one-day task brief by the Executive Director as the Paris Climate Summit in June 2023 approached.
The brief:
"Create a campaign addressing climate issues in Qatar."
Oh yes, that was it. Just that one line.
Despite the tight deadline, my concept was swiftly approved by the creative board
Insight
One of Qatar's main environmental issues is the excessive use of plastic. It's common to find yourself with three items in four plastic bags. Despite widespread awareness, people often underestimate the direct impact of plastic use on marine ecosystems. To change this perception, we need powerful and visual storytelling.
The Idea
Aljazzera Famous original intro
The Al Jazeera intro is more than just a logo; it's a cultural icon, instantly recognizable across the Middle East and Arabic-speaking African countries, often identified by its distinctive sound alone. In this campaign, we'll leverage this familiar and respected symbol in a powerful visual narrative. The logo will be animated to slowly sink into a sea overwhelmed by plastic, symbolizing how our world is being suffocated by plastic waste. This poignant visual metaphor is designed to deeply resonate with viewers, using a symbol of pride and recognition to highlight a pressing global issue.
This sequence of photos was generated as AI just to convey the idea visually
Original
New
Opening with diminishing water , representing water scarcity caused by climate change
Introduce a ball entering the water full of plastic, highlighting the impact of water shortage
The water polluted with plastic trash and unreycled bottles, emphasizing the need for improved waste management
Conclude by returning to the surface full of plastic from the sides and plastic bags hanging around it