In a world where plastic has become more a problem than an advantage, sustainable initiatives like Arnette's New Sustainable Collection must recognize that plastic sucks, because those things that are forever, also suck.

This campaign is meant to connect with a centennial target, so we used the trap scene and aesthetics to communicate the Forever Sucks feeling: we don't want eternal things, and that includes relationships, jobs, vacations, and of course, plastic.

We aimed at young people's detachment feelings to communicate how important it is to have social consciousness. Based on it, we developed the concept, social media content, posters, a video concept, and banners.

Agency: Evil Love.

Copy: Daniela Díaz Franco.

Video editor: Predy.

Art direction: Ónia Sancho.

Supervised by: Maria Ramon and Gabriel Silveira.