Problem & Insight
Cavendish Square wanted to promote their unique proposition as a sustainably minded Shopping Mall. However, ‘recycling’ has lost its appeal because people aren’t seeing the value in it.
Idea / Solution
The project wanted to illustrate the power of recycling by creating a microcosm of the cycle from start to finish.
By promoting local designers, making recycled products look cool and ‘good as new’, we were able to change the way people think about recycling.
Execution
Customised bins engaged consumers by asking them to ‘feed’ them rubbish. A cool recycled merchandise pop-up store followed suit, selling sustainable, recycled products that were cool. This leveraged young talent and promoted the centre’s sustainable mind-set.
Results
The Cavendish Square consumer’s cycle was transformed from wasteful to sustainable.
We earned €585 000 in additional free media
18% decrese of recycled goods to landfill
43% increase in overall recycling of the centre
AND We actually made money for our client.
My role on this project was in the conceptualisation of the idea, the copywriting and in overrseeing the creation of its different elements from a creative perspective.
CREDITS
Creative Director: Ryan McManus
Art Director: Alice Marrollo
Copywriter: Gisele Human
Concept Team: Gisele Human & Alice Marrollo
Project Management: Simone Redelinghuys
