The Plastics Council's mission was to promote the positive contributions of plastic to society. (All plastics having previously been placed in the same bucket of evil.)
In reality, modern society couldn't function without plastics. They're time saving, cost saving, and very often, life saving.
It was a big palette to work with, a product as big as life itself. We were able to play a lot of notes with the campaign: touching, funny, informative, provocative.