Project Overview

Sustainability is no longer a nice thing that we should all try to do; it's a necessity. As a creative agency that's working in the sustainability sector, we were keen to do our bit to help the cause.

We looked at the role we could play in helping to communicate a message and being sustainable, considered how we could deliver it and how we could make it appealing to a broad audience.

Ultimately we came up with a simple challenge;
How might we increase the uptake of sustainable everyday practices?

Organisation

Focus Creative

Team

Creative Director: Tanya Ilinkovski
Strategic Director: Ellie Moss
Design and Animation: Shanice Love

Project Brief

We wanted to find ways to remind people of the small practical steps they can take to become more sustainable. Having conducted lots of research in the sustainability field for other clients, we were aware that one of the most significant challenges was getting people to change behaviour.

One of the first things we did was conduct a series of creative sessions that aimed to identify the key topics that could drive change. Through these sessions, we identified everyday behaviours and associated sustainable practices that could be aligned to those behaviours.

We then applied our craft to bring ideas to life. We explored the world of disposable coffee cups, the proliferation of single-use plastics, the power of composting and move away from meat-eating.

Project Innovation/Need

We created a series of beautifully designed posters that could be placed around the home or in office spaces to act as a constant reminder. We wanted the posters to become artworks that could be displayed for their beauty as much as their message.

Each poster used a complementary colour palette of soft hues with supporting graphic elements that communicated the message. Additionally, we created a series of short-form videos that were posted across social channels to drive awareness.

Design Challenge

Sustainability and style aren't considered bedfellows. You'll find plenty of fashion-conscious people that firmly place sustainability in the hippie basket. We identified one of the key challenges as creating a piece of work which people wanted to share - either by hanging up in their home/office or sharing via social likes.

Effectiveness

Our creative sustainability project has begun its journey. We've completed stage 1 – developing four posters with each talking to a sustainability outcome, and we've produced a social video for each one. These have recently been released to market with a strong positive response.