M&C Saatchi Australia Takes Home Coveted One Show Green Pencil for ‘The Plastic Forecast’

Plastic production is set to triple by 2050. A forecast that must change. Now, plastic is being found in one of the last things many of us deem pure. Rain. To show the weight of the accelerating plastic production problem and call for an end to new fossil-fuel plastics, 'The Plastic Forecast' was created.

Launched in Paris for the UN's plastic talks, The Plastic Forecast hijacked major French news networks, allowing them to include the first ever plastic weather metric in their daily weather reports, throughout the entire week.

The new forecast was debuted at the ChangeNow climate summit in Paris, by the French Minister for Ecology, and was supported with weather-activated outdoor activities around Paris, and digital placements on France’s biggest weather websites.

Emma Robbins, executive creative director, M&C Saatchi, commented, “We are beyond proud of a forecast that can change the amount of plastic produced in the world by changing the way the world sees weather. From the scientists who helped make the data sing, to the clients who believed in it, to the agency legends who never let it go, to the public who rallied UNESCO members because of it.” 

Emma continued, “We love that The Plastic Forecast has been honoured with such a prestigious award.  We love even more that it’s making a difference.”

With more than 2350 media mentions, The Plastic Forecast reached more than 1.3 billion people in less than two weeks. Global publications such as Huffpost labelled the world-first weather report "a timely initiative", and on World Environment Day, the UN itself co-signed the idea.

On the ground in Paris, the world's first plastic treaty was drafted. Thirty countries are making a new commitment to reduce their production. A strong outcome, as treaty discussions continue towards the end of 2024.

The Plastic Forecast was adapted to run in Ottawa for the INC-4 negotiations, with all eyes on INC-5 in South Korea, late November.

The One Show's Green Pencil has previously been awarded to world-class ideas such as AMV BBDO's 'The Trash Isles' in 2018, NORD DDB's 'Vehicle of Change' in 2023, and Saatchi and Saatchi's '#TURNTOCOLD' in 2022.