the lowdown
73% of people own a reusable cup, yet only 33% use one regularly. Good intentions, but single-use is still the default. We needed to close that gap by getting people to dig out their cups and actually use them. However, with one significant constraint: we couldn't criticise disposable cups at all. The behaviour change had to come from aspiration – no guilt, fear or any negative commentary.
project type
my role
outputs
client
collaborators
getting to it
If we couldn't make single-use feel bad, we had to make reusable feel really good. I led the creative direction, working with my team to develop the visual identity and shape the messaging – running workshops, bringing stakeholders to a shared direction and testing with audiences to build confidence in the approach.
creative direction
The campaign needed to cut through grey November streets and busy store environments, so we went bold with bright colours, playful illustration and a strong action-based lock-up that anchored every touchpoint, with light animation extending it into digital. The whole thing was built as a flexible system from the start as deliverables were still evolving as we went. The campaign was rolled out across Manchester, London and Cardiff, so it had to scale without losing its feel.
and then what?
Among people who engaged with the campaign, 97% said they felt encouraged to use their reusable cup and 53% went on to explore other ways to reduce waste. A touring coffee van handing out free drinks and stickers helped bring the message directly into communities, making the shift feel tangible rather than abstract. 99% of people wanted it to visit more UK locations.
