WWF takes its ‘plastic diet’ campaign to the Malaysian Football League finals

The WWF took its ‘Your Plastic Diet’ campaign to reach the 80,000 strong stadium audience at the finals of the Malaysian Football League. 

Conceived by Grey Malaysia, the campaign drew attention to the amount of plastic inadvertently consumed by people on a daily basis due to environmental pollution. 

This leg of the campaign saw contextual messages being displayed on giant screens and on the stadium perimeter during the Shopee FA Club Final on July 27.

The campaign aired customised messages about the number of whistles that could be consumed through the course of the match or the number of football seasons it would take to work one’s way through an entire chair. It combined statistics on plastic pollution along with attendance data from the event. 

The main screen aired a specially adapted version of the campaign’s film and urged spectators at the stadium to clean up after themselves. 

Malaysian Football League CEO Kevin Ramalingam said: “Most football fans are family-oriented people who want to share the meaningful things in life with their loved ones.

“Usually, this is love for their team, but love for the environment and the importance of doing our bit to help is also a vitally important message. Football fans care about heritage and leaving a good legacy for our descendants, and what better legacy can we leave than a healthy earth and the practice of caring for the earth? 

WWF Malaysia CEO and executive director Sophia Lim added: “We are pleased to have this opportunity to work with Malaysian Football League to spread the urgent message on plastic pollution.

“As football is one of the biggest sports in Malaysia, we hope our message can reach a significant number of spectators, not just those watching at the stadium, but also many more watching on televisions around the country.

“Sports fans are well known for their undying passion and enthusiasm for their team, and we would be delighted to have them rooting for and doing their bit for Team Earth too.”

Credits:

Grey

Executive creative director: Graham Drew

Creative directors: Andrew Fong, Heng Thang Wei

Copywriter: Selva Ganapathy

Art Directors: Kevin Wong, Ralve Khor

Producer: Suzy Chiang

General manager: Jo Yau

Brand director: Marcus SK

Account executive: Vivian Khoo

Regional director PR and comms for Asia, Middle East and Africa: Huma Qureshi

Production Team

MFX Sdn. Bhd.

 Post Production

Glass Fin (KL)

Sound Production

Maverick AV Sdn. Bhd.