{case study} How The Plastic People Film Inspired Action With Seed Paper

In April 2024, as over 4,000 international delegates gathered in Ottawa for the United Nations Plastic Treaty negotiations, a powerful new documentary Plastic People sought to break through the noise. Its goal was to bring urgent attention to the health crisis caused by microplastics and their invisible impact on the human body.

The campaign wasn’t just about raising awareness, it was about igniting action. And the film team knew they needed a promotional strategy that was as thoughtful, bold, and sustainable as the message itself.

Vision and Concept

The core objective of the promotion was to build global awareness for the documentary. With thousands of policymakers, scientists, and activists gathered in one place, the team saw an opportunity to connect directly with those shaping the future of plastic regulation.

Rather than rely on traditional film promo tactics — flyers, banners, or merch that could end up in landfills — the team opted for a more aligned approach. Custom seed paper postcards were designed not just to inform, but to inspire.

Each card featured a QR code linking to the film’s website. Recipients were also invited to plant the postcard, turning it into wildflowers, literally transforming communication into regeneration.

Objective and Strategy

The strategy focused on hands-on experiences and personal connections, using sustainable design and real conversations to spark meaningful engagement.

• Product selection: Seed paper was chosen as a direct reflection of the film’s message — a waste-free, regenerative alternative to conventional promo materials.
• Design and production: The team worked with the distributor and filmmakers to develop a custom postcard design that was visually striking. It was printed on handmade, Canadian seed paper embedded with wildflower seeds by Botanical PaperWorks.
• Interactive storytelling: A QR code added a digital touchpoint. This invited viewers to learn more, attend screenings, and take part in the movement.
• Distribution approach: A local Ottawa street team handed out all 5,000 postcards personally at key rallies, events, and around the negotiation venue. This sparked real-time conversations and created deeper connections to the film’s mission.

This high-touch, low-waste strategy cut through the digital clutter and created genuine emotional engagement.

Values

Every part of the campaign reflected strong environmental values and purpose. The strategy to use seed paper panel cards combined hands-on engagement with personal connection. Prioritizing sustainability made seed paper the perfect choice, as it’s handmade in Canada from recycled paper, leaving nothing behind but wildflowers.

The promotional piece went beyond advertising the film. It continued the story and invited people to feel like part of the solution. Offering a plantable giveaway became a symbolic act that echoed the film’s message of turning the plastic crisis into regenerative solutions. By avoiding digital ads and plastic merchandise, the campaign stayed true to its purpose. It focused on human connection and meaningful, values-driven engagement.

Results

The campaign delivered impressive results, reaching thousands through the distribution of more than 5,000 seed paper postcards. The Earth Day premiere in Ottawa sold out, drawing over 400 attendees from 35 countries. Many were introduced to the film through the campaign’s outreach. Since then, Plastic People has gained global traction. It has screened in more than 23 countries and earned multiple awards, including Best Director at the Canadian Screen Awards.

Even months after the campaign, people continued to share photos of their wildflowers on social media. This has become a visual metaphor for the film’s message taking root.

To find out where you can watch the film, find a screening here.

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This campaign proves that sustainable promotional products can do more than raise awareness. Seed paper embodies values, invites participation, and extends a story in unforgettable ways.

The seed paper campaign for Plastic People didn’t just tell people to care about plastic pollution. It handed them something beautiful, meaningful, and regenerative by turning waste into wildflowers and awareness into action.

Something as simple as a seed paper postcard can create global ripples.