Great creativity is sometimes so simple it sells itself. The Creative Director is so impressed he’s a little jealous, and the client sheds a tear. The idea works in the imagination immediately.

But the simplest idea can also be the hardest to render ‘in-the-real’. And that’s when it gets interesting. Can you find a way to solve the puzzle so it looks effortless, fully realised, and is still just as provocative as the original concept?

When Ogilvy told us their idea for Greenpeace we loved it. A visually elegant pointer to a real-world problem facing our planet. Fill an aquarium with plastic to show how dangerous this is to life in the Oceans. Then get kids to talk about it.

The hitch is that Aquariums are usually full of marine life...the same life that the plastic is killing. So, to nobody's great surprise, the first aquariums we spoke to were not very keen to fill their tanks with chemically dangerous, physically hazardous plastic.

As usual, there was an answer: An independent aquarium in Dingle, West Ireland. The very friendly team there had just emptied their main aquarium to update the lining. So temporarily they had no marine life to worry about.

Trying not to disturb the neighbouring sharks, we filled the main tank with plastic and water. And brought in a three-gaffer team to handle the electricity and lighting we needed. After two days prep we invited two local schools on a day out to remember.

The director was Chris Hugall and the film was shot by Dave Pimm with support from Max Smith, two of our favourite and most trusted collaborators. The final assets included a main 90 second film, Instagram edits, and digital moving posters that were formatted for bus shelters and large exterior digital screens.

The entire project cost next to nothing, and hopefully helped promote a wider campaign that needs all the support we, and others, can give. It didn’t make the final awards list at Cannes Lions, pipped possibly by the fantastic waste island project by AMV. You can’t win them all! Hey ho. We still loved this one.