Big Plastic Count

Greenpeace needed an identity bold enough to cut through the usual recycling-campaign green. The Big Plastic Count asked millennial families and schools to track a week of their plastic use, then turned that data into pressure on the government to act. We built a design system drawn from the toxic hues of UK landfill, deliberately off-key, so it stood out from everything else in the category. Over 250,000 people took part in the first year alone.