Experiments In Waste
Agency: Good for Nothing
Client: Ecover x City to Sea
Campaign / Brief: Experiments in Waste. How can we inspire citizens (and Ecover) to act in creative and playful ways, guiding and mobilising them to unwaste.
The brilliant and multi-talented creative directors and strategists, Tom Farrand and Dan Burgess, brought me on board to help Ecover un-invent waste - one experiment at a time.
We’re drowning in waste. Plastics, fashion, food, stuff. Then there’s time, energy and money. Precious resources we regularly waste. With Ecover guilty of creating waste too, we wondered, how can we shift to waste less and live more?
Welcome to EXPERIMENTS IN WASTE.
EXPERIMENTS IN WASTE is series of collaborations with creative partners that explore our relationship with waste and how we can un-invent it, together.
Taking inspiration from insights around barriers to refill behaviour, I commissioned our illustration partners – Rude Studios, Brisseaux, Adam Hayes, Vault 49, Telegramme Studio, Jim Stoten, Serge Seidlitz – to create free-to-download and share reminders, helping us to not forget our refill packaging. Ted Hunt, critical designer, created thought provoking pieces on the relationship between time and waste. We also asked animation director Matte Cooper to create a series of videos titled, ‘REFILL / REFAIL’, designed to embrace the messiness and ingenuity of refilling, as well as commissioning a web-based experiment and augmented reality app from creative duo, Adapt.
Alongside this we devised and facilitated a 36 hour hack lab exploring a refillable future. Bringing together artists, designers, activists, strategists, technologists and more we co-created prototypes and hacked ideas with the potential to mainstream refilling as an everyday behaviour.
