There’s a mass of plastic waste floating in the Pacific that’s the size of France. To call attention to it, social brand LADBible has teamed up with some creatives, TV presenter Ross Kemp and, erm, Al Gore to have it officially recognised by the UN as a country with its own citizens, currency, flag, passport and stamps.
A great piece of campaigning that’s backed up by the fine details that bring it to life. But much as LADBible want to be seen as a platform with a conscience, activating their 60m supporters, it’s hard not to notice that the video has 0 shares after 8 days. Are they ahead of their followers? Maybe, but brands should lead.