The campaigned titled ‘Safira’, after the individual starring in the video, uses a divided screen technique. On the left, a baby sits in its highchair while on the right, a plastic straw floats in the ocean. The straw sinks into the coral reef and stays in motion unchanged. Meanwhile, a quick montage of photographs and videos begins to move quickly across the screen showing Safira growing up.

The video shows 20 years of a plastic straws life as Safira grows into an adult and is eventually seen diving down and collecting the straw. The words ‘If the straw doesn’t change, we change the straw,’ plays across the screen. By using the collective, ‘we’, Nestlé brings the consumer and the corporation together in a united front.

The NESCAU product is then briefly shown before its plastic straw is swapped out with a paper one. The following message then appears on screen, ‘NESCAU. Now with 100% paper straws. Lets change the world one straw at a time.’

By showing the individual and personal life of Safira, Nestlé humanises the campaign and celebrates the evolution of growing up and finding yourself as Safira changes his appearance and identity over the years. All the photos used belonged to the real-life Safira, making the story more authentic and impactful.

Placing this montage in constant contrast with the unchanged straw is effective as it emphasises that the straw cannot change itself, but the company and the consumer can.

It also builds up to the declaration that 100% of the brand’s straws are now made of paper, emphasising Nestlé’s direct social and environmental commitment.

The campaign, directed by Alexandre Lucas and Jan Monczka is a continuation of Nestlé’s sustainability initiative, Joga Junto.