Ecover

Challenge

Re-establish Ecover as the best eco-friendly choice and educate consumers on making every wash less wasteful to promote the brand's laundry capsules.

Creative

Launched 'Rewearing Is Caring', a campaign from a laundry brand advocating to wash your clothes less. Inspired by the humble laundry chair - a place for laundry limbo when worn clothes are aired for rewearing - we commissioned the Home ECOnomics Report; academic research that revealed laundry habits shaped by years of misinformation and highlighted greener alternatives. To bring the findings to life, we partnered with supermodel sustainability advocate Lily Cole to open the Capsule Collection pop up thrift shop to encourage rewearing of pre-loved garments. The shop culminated in a panel discussion on the findings of the report with fashion and sustainability experts, chaired by Lily.

Results

Earned: 728M impressions against 83 pieces of coverage, sparking 3x viral Reddit threads and TikTok discussions
Experiential: £2,835 raised for charity in one day pop up