Head & Shoulders Create Bottles from Beach Plastic

Concerned by predictions like "there will be more plastic in the ocean than fish by 2050" (Ellen MacArthur Foundation at the Davos World Economic Forum, 2016) and "eight million ton[ne]s of plastic dumped in ocean every year" (study from Science magazine, 2015), Procter & Gamble brand Head & Shoulders have created the world's first recyclable shampoo bottle made from beach plastic.

Saatchi & Saatchi London are helping launch this project with a series of assets including what they have called "animated social posts, articles, infographics, print ads, other retailer and ecommerce assets", plus a launch video you can see above.

Directed by Jacob Perlmutter, Jan Vrhovnik, Max Clark of Inside Job, the video, practically titled The World’s First Recyclable Shampoo Bottle Made from Beach Plastic, tells the full story. Beginning with some of the above-mentioned statistics, it then shows some of the 1000 volunteers and 100 NGOs that sourced plastic. Then, this plastic goes to the haircare brand's recycling partners Suez and Terracycle where the plastic turns into pellets which are then turned into Head & Shoulders shampoo bottles made of 25% beach plastic in a stylish new shade of silvery-gray.

These bottles are the first run of these recyclable beach plastic bottles, with 170,000 being sold in France, hopefully followed by a worldwide rollout.

COO of Saatchi's P&G account Carol Miller-Repetto said of their contribution to this project, “partnering with P&G to co-develop the beach plastic sustainability strategy for H&S has been an amazing challenge and opportunity. Plastic waste in the oceans is a global problem, and we relished the opportunity to use our close partnership with P&G to do good for the environment at scale.”