Circular economy campaign
Role Lead Designer, Motion & Concept
A playful campaign inspired by dating apps, reframing second hand shopping as an act of connection rather than compromise. The work used humour and character led storytelling to encourage people to see value in what already exists, supporting more sustainable choices and extending the life of everyday items.
Challenge
The challenge was to communicate the findings of the Circular Economy Report in a way that felt accessible, human, and emotionally engaging, rather than instructional or guilt driven. The campaign needed to appeal to a broad audience while shifting perceptions of second hand goods from disposable to desirable, and encouraging more mindful participation in reuse.
Result
By giving pre loved items personality and emotional context, the campaign helped reposition second hand as a positive, considered choice rather than a fallback. The concept translated complex sustainability ideas into an intuitive experience that resonated across channels, driving engagement while reinforcing the value of keeping resources in circulation.
Campaign email
Social Tiles
OOH
