As one of the world’s largest paper-based packaging companies in the world, Smurfit Kappa felt they had a responsibility to help find a solution to one of the biggest problems facing our planet… Plastic packaging waste in our oceans.

But they knew that if they were really going to make a real difference they couldn’t do it alone, they would need to collaborate with businesses, stakeholders, and designers around the world to join them on their mission and find environmentally friendly packaging alternatives.

To achieve their mission The Better Planet Packaging initiative was born.

To create awareness of their Better Planet Packaging initiative we created a strong visual symbol for our ambition to bring an end to plastic waste. We used imagery of real ocean waste to create an evocative image of a species that is under threat of extinction from pollution… The Whale.

It was a short, sharp way to communicate their ambition to make waste extinct.