The thought of plastic rain is hair-raising enough to get people to think about plastic waste differently and it reinforces the pressing nature of an issue that people may have started to become desensitised to. As Leo Burnett, London chief strategy officer Josh Bullmore has noted, ‘Brands are becoming like green wallpaper that fades into the background.’ Most climate change messaging is all very similar, for it to resonate it needs to stand out and be positioned in a way that makes people think about things in a way they haven’t done before. Talking about tonnes of plastic falling from the sky and turning it into a weather forecast is an evocative way of doing this