Background Glitter, classified as microplastic, is widely used in cosmetics, nail art, and crafts, but its inability to decompose poses a severe threat to the environment. Studies show that about 35% of microplastics entering the ocean originate from synthetic fibers, with glitter and similar cosmetic-related microplastics making up an increasing proportion. Research reveals that approximately 8 million tons of plastic flow into the ocean annually, much of it breaking down into microplastics that harm marine life. Additionally, 79% of parents report that children under 12 use glitter, face paint, and lip gloss designed for kids. Alarmingly, microplastic concentrations are found to be ten times higher in infants' feces compared to adults—a reflection of the heightened exposure young children face through food, water, air, and everyday activities. Insights Iconic heavy metal artists, such as KISS, use dramatic makeup on stage including face paint, lipstick, and glitter. For metal enthusiasts, makeup is more than mere decoration—it is a powerful tool to express rebellious spirit and foster a sense of belonging. As a brand that critiques plastic usage and promotes sustainable alternatives, Liquid Death has a unique opportunity to extend its mission into the glitter and cosmetics space. Idea Liquid Death proposes a campaign that positions glitter as the "enemy that must be dead,” encouraging consumers to turn in their glitter products and exchange them for sustainable bioglitter alternatives. Execution Website: The campaign's digital hub will be the Glitter Death website, where users can ship their glitter products, leave virtual eulogies for the departed glitter, and receive free bioglitter. Pop-up: The campaign will launch pop-up stores under the name "Glitter Slaughterhouse," inviting consumers to trade in their glitter products for bioglitter alternatives. Social: Social media will play a crucial role in amplifying the campaign’s impact. Influencers and brands who previously used the #Glitter hashtag to share glitter-related content will be engaged with responses under the #GlitterDeath hashtag. They will also receive Glitter Detox Kits to highlight the environmental consequences of glitter usage. Gallery Experience: Finally, collected glitter will be repurposed into an art gallery exhibit titled "Glitter’s Funeral." Collaborating with renowned artists, this exhibit will transform the environmental issue into a striking visual narrative.