Problem: 

Malaysia has become the plastic dump yard of the world today. The country continues to import the world's plastic waste, without having the capacity to recycle it. Because it's an extremely lucrative business. And the government isn't doing anything about it.

Insight: 

People from the dumping countries (mainly USA, UK and Australia) don't know that their waste is being dumped in Malaysia. They think all of it gets recycled for good.

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Solution:

We will tie-up with David Blaine to create the world's biggest disappearing act. An act where he will make 500 tons of plastic waste disappear at Times 9quare. It will all start with a 500-tonne art installation at Times Square with the message - 'David Blaine will make this waste disappear'. 

The magician will then make the huge heap of plastic waste disappear in a 30 minute-long show, which will be live streamed. We will have a reveal that says - 'Plastic waste doesn't simply disappear. It gets dumped in Malaysia'. This will later lead to a website with data about the plastic problem in Malaysia, ways to reduce single-use plastic, and a petition to the Malaysian parliament to cap the import of plastic waste.

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This project was one of the few open briefs that came India's way, and we knocked it out of the park. So much so, that from all the ideas presented globally during the creative council, this idea was one of the only two liked. The other one was from the host nation, Indonesia.