Welcome to the world of 'good' different.
Challenging the status quo for the greater good is what this trailblazing brand is all about. Our brand platform for Trash & Treasure carries its spirit by jolting convention for good, acting as an encouraging prompt to other like-minded souls to challenge convention; look beyond the ordinary, and explore more enriching and responsible experiences. We set ourselves the challenge of staying true to delivering something unexpected yet effective across the brands physical and digital channels, all within a budget needing to punch above its weight.

MAKE IT RIGHT

While others in this space fixated on the unownable surplus used to make their products for Trash & Treasure this was (literally) only half the story. To earn attention from our young and sceptical ‘Spirited Revolutionaries’ target market we needed to talk about the TASTE, not just the WASTE and in doing so do justice to the first thing that turns heads - the brand’s intriguing and almost overly honest name. Everything we would create would have equal focus on the sustainable start point but also the amazing taste each ‘T&T’ delivered. This messaging balance would help de-risk initial trial in an expensive category and bridge the now regular ‘say-do’ gap when it comes to any sustainably-led product purchases.

MAKE IT MATTER

Design something worthy of someone's attention. Write something worth reading. 
Sounds obvious but the sea of samey out there suggests that these simple principles are regularly overlooked. The perception being that the hard work is done creating innovative and unexpected products, so the comms come easy. The result is often campaigns that are too basic for the product it's pushing, people miss or worse switch off to it. 

For the budget to punch above its weight every headline, copy treatment, visual asset and studio shot had to do their bit and all come together to deliver a smirk to the reader and hold their attention for that half a second longer. That meant being the harshest critics, the avoiders of marking one's homework and the walkers of a less familiar and expected path. The work is turning heads. Injecting some much-needed campaign creativity and buzz into a sector finally matching the same creativity of the products that kicked everything off in the first place.