WorkAdvertising

How & How's arresting campaign to encourage us to use and eat less plastic

Did you know the average person consumes a credit-card-sized amount of plastic each week? It's a fact so shocking it pushed How & How, into action, creating a campaign to raise awareness on ocean plastic.

Written By:
Dark billboard with white outlined text reading "Use Less Plastic" and turquoise text reading "Eat Less Plastic" alongside an illustration of a plastic bottle, with a Guardian quote about consuming credit-card-sized amounts of plastic weekly

Simply named Use Less Plastic, Eat Less Plastic, it's part of a series of ongoing projects by the Lisbon-based studio, on "behalf of the planet" – as though Earth was a client. Speaking of the campaign, Creative Director Cat How says: "Living in Lisbon means we're in daily contact with the moods, majesty and misery of our ocean. The plastic washing up on our beaches is a very real and obvious threat. But there's an awful hidden danger we barely notice – the degraded plastic particles we're all ingesting through water, which have infiltrated the system."

Created in just four days to coincide with Plastic Free July, the campaign is simple, gets straight to the point and has a colourful but arresting dark tone. "A challenge was making the credit card not seem as if it had been made from recycled plastic, and instead communicated what we consume from the broken down particles of other products such as plastic bags, bottles, and containers," says Cat.

Next on the list for How & How's studio projects are some jellyfish designs for a Pandemic Plastic campaign. Cat adds: "We believe we all have an equal responsibility in tackling the climate emergency."

How & How's campaign poster with black background featuring white outlined text reading "Use Less Plastic" and yellow text reading "Eat Less Plastic", alongside an illustration of a yellow refrigerator with a light blue item inside and a Guardian quote ab
Campaign poster by How & How featuring "Use Less Plastic / Eat Less Plastic" text alongside an illustration of a credit card in a pink purse against a purple background
How & How's Use Less Plastic, Eat Less Plastic campaign poster with text and illustration of a light blue plastic bottle against a dark background
Graphic design campaign by How & How featuring "Use Less Plastic / Eat Less Plastic" text in white and neon green against black background, with an illustrated teal plastic bottle on the right and a Guardian quote about consuming credit-card-sized plastic
How & How's colourful billboard campaign featuring vibrant geometric shapes in blue, yellow, pink, green and purple with a quote about plastic consumption
How & How's Use Less Plastic, Eat Less Plastic campaign poster with bold purple text on black background and illustration of a kitchen appliance on the right
Poster with "Use Less Plastic" and "Eat Less Plastic" in bold orange text alongside a quote from The Guardian about consuming credit-card-sized amounts of plastic weekly, featuring an illustration of a person's torso
Colourful abstract composition of overlapping geometric shapes and quotation from The Guardian about plastic consumption, created by How & How studio for their Use Less Plastic, Eat Less Plastic campaign
Use Less Plastic, Eat Less Plastic campaign billboard by How & How featuring blue text and a stylised bottle illustration on dark background
Share

Further Reading

Take the Creative Boom survey

Take the Creative Boom Survey