The Plastic Waste Initiative focuses on a campaign aimed at raising awareness about the issue of ocean plastics. The campaign's design brief was to effectively communicate the harsh realities of ocean plastic and highlight society's disregard for our oceans. Central to the campaign was the concept of people remaining oblivious to the pervasive issue of plastic pollution in our seas, encapsulated in the copy “Don't Look Down" and “We Can't Erase Plastic Waste." This served to emphasise that the problem may not always be apparent from the surface.

The campaign featured a standout elements in the form of illustrations, with particular emphasis on a memorable image of a soy sauce plastic fish. This compelling visual was intended to serve as a poignant reminder of the devastating impact of plastic pollution on marine life.