The near-complete lockdown ironically, but not surprisingly, has had extraordinary results: For Planet Earth seems to have experienced an amazing revival and efflorescence amidst one of the most colossal of crises that the world as a whole stares at. The earth seems to have come into its own with its flaura and fauna legitimately reclaiming what were once their own spaces!  It’s time — indeed it was, a long time ago — that we took care of our planet, lest it become a day too late. For pushed to the corner, nature has a way of striking back, destroying anything and everything that comes its way, without remorse.

The near-complete lockdown ironically, but not surprisingly, has had extraordinary results: For Planet Earth seems to have experienced an amazing revival and efflorescence amidst one of the most colossal of crises that the world as a whole stares at. The earth seems to have come into its own with its flaura and fauna legitimately reclaiming what were once their own spaces!  It’s time — indeed it was, a long time ago — that we took care of our planet, lest it become a day too late. For pushed to the corner, nature has a way of striking back, destroying anything and everything that comes its way, without remorse.

Plastic pollution has been one of the most crucial issues of our times for a long time now. Plastic takes hundreds of years to decompose and in turn, pollutes air, soil, and water. Single-use plastic accounts for nearly 40% of the plastic produced every year and this has given rise to a callous and rampant ‘throw-away’ culture.

World Earth Day, celebrated on 22nd April every year, urges people across the globe to take action for the sake of the planet. Pentonic, a brand from the house of Linc, one of the leading manufacturers of writing instruments in India, decided to drive a campaign against plastic pollution this year.

While plastic pollution evokes images of plastic bags, bottles, wrappers and so on, few give a second thought to pens, a quite but significant contributor to plastic pollution. Linc, in its drive to raise awareness against pollution caused by disposal of pens, partnered with Wunderman Thompson to spread the message of ‘reusing a pen by using a refill’.

With the world confined at their homes, digital media was the solution to convey the message, including the animation, music, and grading. The short film begins with a little girl holding a pen and writing on a piece of paper. As the ink runs out, instead of disposing of the pen, she replaces the refill and continues to use the same pen.

As she writes out the names of several endangered animals, the letters start moving, unspooling, untangling, and emerging out of the paper while assuming the shape of the animals. A small step like using a refill can also help build a greener earth. The background score was created using melodica and mandolin.

Deepak Jalan, Managing Director, Linc Pen & Plastics Ltd.

Commenting on the film, Deepak Jalan, Managing Director, Linc Pen & Plastics Ltd.,said, “It is our collective responsibility to save the nature and this is the least we could do on our part to encourage people to use a refill rather than throw the pen just after one use. Thanks to WT who have helped us to convey the message so creatively.”

Referring to the creative concept, Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata said, “This lockdown is a testimony to the fact that we shouldn’t mess with nature. Done mostly from home this film takes a positive, fun approach in these times of gloom to spread a serious message about re-using pens. If, even some of us make the right choice it will go a long way in not writing off nature.”

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “Mother Earth is slowly healing now, and it is extremely critical going forward that each one of us do our bit to help her heal better. We are very happy to partner with Linc Pentonic to drive home this simple but an extremely relevant message on this year’s Earth Day.”