Dutch Oral care brand Smyle, creative agency Fitzroy and artist Simon Beck launch outdoor campaign against plastic packaging
Dutch oral care brand Smyle has teamed up with so-called snow artist Simon Beck to create 'the largest and most sustainable work of art in the world' in their fight against plastic packaging.
The makers say they aim to set a world record and also send a social message about 'making plastic choices'.
Simon Beck has (literally) brought the message to life as a work of art on a frozen and snow-covered lake in his hometown of Les Arcs in the French Alps with 135,000 footsteps. This concerns an area of 13,625 square meters. The billboard was created in two days and then covered with a twelve centimeter layer. A mini-documentary has also been released about the entire production process.
Simon Beck: “These are the only footprints we want to leave behind. No plastic. No pollution. Crush, Brush, Smyle', is the (translated) text in the artwork that refers to plastic-free oral care in tablet form.
Smyle: “The collaboration with Simon Beck goes beyond setting records; it is a call to action for both consumers and companies to reconsider their ecological footprint. With this work of art we want to challenge the established order to actually think and act differently. Our products, such as toothpaste in tablet form and this message in the snow, are proof of this.'
The billboard and the accompanying documentary were created in collaboration with the Amsterdam advertising agency Fitzroy.
