South Africa, May 28 -- Ogilvy Chicago's creative strategy was elegantly simple: make SC Johnson's global recycling efforts resonate with hearts, not just minds. The breakthrough came when one of their creatives spotted a news report showing hermit crabs using plastic debris as shells.

From this insight, the agency developed the concept for Zuzu's journey. "We had to build a story that was epic in that it traversed multiple continents. But simple in that it had a small, slow-moving crustacean at its heart," reflects director Colwyn Thomas.

What emerged was Zuzu - part victim, part hero, entirely captivating. His journey from beaches to recycling facilities would make the invisible machinery of environmental change suddenly, powerfully v...