Greenpeace Chile — ¿La Belleza Americana o la Contaminación? | Clapboard

#AmericanUgly

Description

In 2019, Greenpeace launched the impactful campaign #AmericanUgly in Chile, created by McCann and led creatively by Nicolas Soto, to address the critical issue of environmental pollution through a poignant reinterpretation of a memorable cinematic moment. This film campaign coincided with the 20th anniversary of the classic movie American Beauty, leveraging the iconic scene of a plastic bag floating in the air to provoke reflection on how pollution has marred what was once seen as beautiful. The campaign’s core message is delivered through the evocative question posed in Spanish, "¿Quieres ver la cosa más horrible que he filmado? Pensé que era hermoso, pero ya no," challenging the audience to reconsider the so-called American beauty in the context of environmental degradation. By juxtaposing the nostalgic imagery with the stark reality of plastic pollution, Greenpeace effectively highlights the urgency of addressing contamination and appeals to public consciousness with hashtags like #ChileSinPlásticos and #AmericanUgly, promoting a Chile free of plastics and environmentally harmful habits. The campaign serves not only as a call to action but also as a cultural critique, utilizing powerful visual storytelling to engage the public in a dialogue about sustainability and the preservation of natural beauty. Through subtle yet impactful communication and the strategic timing of the campaign’s release, #AmericanUgly successfully merges popular culture with environmental advocacy, encouraging viewers to reassess their perceptions of beauty and the effects of human impact on the planet. This approach underscores Greenpeace’s commitment to public interest by raising awareness and inspiring behavior change in the fight against pollution.

Credits

Client

Greenpeace

Agency

McCann, Santiago de Chile, Chile

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