To highlight the threat of plastic pollution on the oceans, Aaron Dunleavy teamed up with TBWA to serve up battered plastic in a local chippie in his home-town of Blackburn. The micro-budget campaign still aimed big; to change the nation’s attitude toward plastic usage and offer Brits ways in which they can easily reduce their plastic footprint. The campaign looks towards 2050 when research suggests there may be more plastic in the ocean than fish. This shocking prospect is made a reality when punters in the chippie are given a taste of what’s to come; battered (recycled) bottles instead of their usual battered cod. Currently, over 8-million tonnes of plastic are estimated to enter the ocean each year, a figure that is predicted to increase to over 20-million tonnes by 2030. With fish and other animals also ingesting pieces of plastic, that may, in turn, reach the mouths of hungry Brits. The film was named Campaign’s best-in-class example of brands beginning to work in the Social space helping to clear up our environment. The film was deliberately made in Blackburn, far from any possible criticism of a Southern Media bubble, to reach out to a broader audience. Aaron, the director, was interviewed for local radio and local news outlets, as were the Chippie staff. The local buzz helped to create national news interest, which would have been far harder without so much local support and free PR. *No humans were harmed in the making of this film.