The brief was the hard kind. Advanced recycling is real and it works, and almost nobody outside the industry knows it exists. For most people recycling means the blue bin, so a process that breaks plastic back to its building blocks sounds like science fiction, or like spin. Lead with the chemistry and you lose the room in a sentence.

So we didn’t lead with the chemistry. We made a film about second chances, with a presenter who lets the audience in on the trick and plastic that carries its own story. The two silvers land on both halves of that idea: the craft and the subject.

The wider campaign, including the explainer films on how certified recycled content gets tracked through production, is in the Exxtend case study.

Congratulations to the team

The awards name everyone who worked on the film, which is exactly right. Congratulations to all of them. A brief this hard to crack needs a crew willing to try something strange and then make it look inevitable, and that took some very long days. Thanks as well to ExxonMobil Signature Polymers, who backed the odd idea when a safer film was there for the taking.