Olio came to us wanting to create an impactful campaign that hit viewers hard with the scale of the waste crisis in the UK. The campaign ran across television, social media and out of home and was a winner of the Sky Zero Footprint Fund.

Identifying the audience as being predominantly mums, the campaign needed to have strong emotional impact to affect behaviour change. The TV spot and social campaign featured a group of British schoolchildren singing Louis Armstrong’s What a Wonderful World on a genuine landfill site in Wales. The stark contrast of young children surrounded by our household waste made the message clear – if we don’t begin to share more, our children will pay the price.

The campaign provided a significant uplift in sign ups and listings as well as delivering the long term effects of an increase in brand awareness. Most importantly of all, this behaviour change delivered measurable environmental impact.