Why This NGO Officially Redesigned the Antarctica Flag
While it’s true that not many will ever visit the continent of Antarctica within their lifetime, that doesn’t mean one can’t have a firm mental image of what it looks like. After all, we’ve got photography and documentaries galore, and really, the colours of a snowy, icy landscape shouldn’t be that hard to picture… or so you’d think.
Unfortunately, the reality is quite bleak. As the latest research by the University of Canterbury shows, much like the rest of the world, this once untouched landscape has suffered the effects of global plastic pollution, becoming riddled by specks within the snow.
For obvious reasons, this is a problem. If a continent where barely any humans live is being impacted so significantly by the rest of the world’s actions, it’s a telling sign that change is necessary - something which non-governmental organisation Agenda Antártica has been emphasising for a while. So, to further reinforce this point, it partnered up with Publicis Groupe Canada to make a difference.
Specifically, the two contacted renowned vexillologist Graham Bartram, the original creator of the Antarctic flag, with a big ask: redesign it to reflect this recent scientific discovery. And, he did just that. Incorporating colourful shapes and dots onto the formerly white map, Graham created a jarring yet realistic vision of the state of the continent, serving as a firm reminder that nations, corporations, and individuals need to take action against global plastic pollution.
To learn more about how this came to life, LBB’s Josh Neufeldt sat down with Publicis Canada chief creative officer Vini Dalvi for a chat.
LBB> From the top, how did you get involved in this project, and why was it something Publicis was keen to undertake?
Vini> We reached out to Agenda Antártica after having seen some of its posts on social media. We were inspired by its cause and wanted to help it reach new audiences, especially given the ongoing global talks about a plastic treaty at the UN.
LBB> What was the brief? Creatively, what initial ideas came to mind?
Vini> After our first meeting, it was crystal clear what we had to do. We needed to come up with something bold, eye-catching, and, most importantly, something that would get people everywhere around the globe talking about plastic pollution in Antarctica and beyond.
To make sure we covered all bases, we brought together a team of experts from different agencies within Publicis Groupe Canada. We brainstormed ideas, got creative, and crafted a solid plan to spread the word far and wide, using every channel possible to make a real impact.
LBB> In many ways, this work could only be driven by some key data about microplastics appearing in Antarctica. So, what was the research process like, and what were the biggest takeaways?
Vini> We received a lot of information from the team at Agenda Antártica because they’re all experts with solid knowledge and are passionate about the cause. We needed to learn more from them about the importance of plastic pollution in Antarctica, and how you could even find it in the snow.
The design of the new flag is based on research conducted by the University of Canterbury in New Zealand. This research involved collecting snow samples from 19 sites across Antarctica. Among the 13 types of plastics identified in the snow, the most prevalent was polyethylene terephthalate (PET), commonly used in the manufacture of clothing and soda bottles.
This really shows that plastic can be found even in the most remote, untouched, places - something that obviously needs to change.
LBB> With all that in mind, why was redesigning the flag the right way to raise awareness? And how did you get Graham Bartram involved?
Vini> Flags are probably one of the most powerful symbols in the world. It’s a way for a land to portray itself to the rest of the world and let people clearly visualise what is often very hard to see.
Antarctica has always been depicted in white on all maps. The reality today is different, as it is inundated with microplastics. That is why we decided to work around the idea of updating the Antarctic flag to help show the world the new reality of the continent.
We reached out to Graham Bartram, asking him if he’d be willing to update the Antarctica flag to reflect the new reality of the continent. He accepted without hesitation, which is impressive because no other vexillologist had ever accepted a request to update their work.
LBB> Let’s talk about the design process itself. What was working with Graham like, and as a whole, how did the new flag come together?
Vini> Working with Graham was a great experience. He is truly passionate about what he does and, most importantly, he believed in the cause we were defending with this campaign. He even agreed to appear in the campaign video that we shared on social media.
As for the process, Graham redesigned the flag based on the data we got from the University of Canterbury. He used the 29 microplastic particles found in the melted snow, and categorised them by type, colour, shape and size. The colours you see on the flag were chosen based on the hues of the particles discovered in Antarctic snow. Meanwhile, the placement of the particles on the new flag reflects their likelihood of being found on the continent.
The flag really shows you what you would see in the Antarctica snow if you were to analyse it. It’s incredible!
LBB> How many iterations did you go through before settling on the final flag design?
Vini> Close to 40.
LBB> The spot is also brilliant - really hammering home the significance of this. How did it all come together?
Vini> The aim was to provoke, to create reactions that foster personal reflection, and to garner as wide an audience as possible to share the video and sign the petition advocating for a robust global treaty on plastic pollution. We needed the video's message to be straightforward, swiftly encapsulating the magnitude of the issue while incorporating a clear call to action. We also knew the video had to serve as a wake-up call, delivering a jolt to the viewer. There had to be an emotional level to it - something that would strike a chord with the audience.
LBB> Specifically, the edit really makes it shine. What was this process like, and how did you find the right soundtrack for the job?
Vini> So, it was decided that the first part of the video would portray an idyllic image of Antarctica: using soft music, showing pristine white landscapes, and wild fauna. A true paradise, and we wanted the audience to believe that at first.
The second part of the video is there to hit you hard. The music turns aggressive, almost unsettling, and the images reveal the harsh reality of Antarctica and the connection between human activities, pollution, and detrimental consequences for the local wildlife. We're really proud of how it turned out, and Magma Music did a fantastic job composing the right track which made this film much more powerful.
LBB> Do you have any memorable lessons learned from the making of this new campaign?
Vini> As mentioned earlier, because we wanted this campaign to touch a wide audience, even outside North America, we sought help from experts across all the agencies within Publicis Groupe Canada. So, we got help building the campaign’s website, with the production, and with press relations. Really, it shows again what our Groupe can achieve when we put all our forces together for a good cause. I’m excited to keep doing that type of work, and collaborate closely with my colleagues in the future.
LBB> What has the initial response been like?
Vini> Really fantastic; we’ve seen an increase in the number of signatures on the petition for the global treaty on plastics, and a lot of people shared the video. We even had an influencer who produced a complete reel, all pro bono, to sensibilise his audience to the matter.
LBB> What did the chance to be involved in this project mean to you?
Vini> It means a lot. It’s really one of those projects where you can see the positive effect your job can have. By doing these types of campaigns, we really can speak to the emotions and minds of a lot of people, start conversations, and hopefully contribute to positive change.
All in all, I’m really proud of the work we’ve been doing. We helped a wonderful NGO get the recognition it deserves, and helped it shine a light on its cause. There’s really no better feeling than it.
LBB> Finally, for people looking to help push back against plastics in Antarctica, is there anything they should know?
Vini> Yes! At an individual scale, there’s always something to do to limit plastic pollution. I’m not an expert, but the absolute basics are as easy as just recycling correctly…
Also, at a larger scale, a round of negotiations on a global plastics treaty just happened in Ottawa. Discussions will be going on at the UN until the end of the year, so there’s still time to sign the petition asking for a strong and ambitious treaty.
