While The Economist is largely based on written content, experiential marketing has been a helpful tactic for the brand to reach more people and gain new subscribers. With this campaign, they wanted to shake things up, and bring a piece of content about plastic to life.
Plastic is a topic that has gained much media coverage and has been brought to life in many ways around the globe. However, the Economist’s article on the subject took a different angle. It said plastics aren’t the problem, recycling is. Catalyst’s challenge was to bring to life a well-trodden subject, making it seem new and engaging.
Catalyst created giant fish installations that were filled with real plastic pollution from the ocean. Each fish contained 23 kilograms of trash - the amount of plastic spewed into the ocean every 10th of a second. To engage the general public we invited them to lift the fish and feel the real weight of the problem.