We’re back with our take on what’s happened during Feb that we think matters, and there’s been a lot going on in the world of purpose-led brands.
1) Ecover’s Laundry Against Landfill campaign
We’ve seen a huge momentum towards the end of last year of brands producing more impactful rallying cries - like this one we covered by Friends of the Earth last month.
This month the spotlight was shone firmly on the huge amounts of material waste in the fashion industry, by Ecover’s Laundry Against Landfill campaign. We loved how their awareness piece is simply non-preachy yet effective, and how they’ve scaled the campaign to be multi touch-point, providing supplementary ‘how to’ guides on how to properly take care of our clothes on their site.
Sara Mendez, Marketing Director at Ecover explained that “with this campaign, we wanted to raise awareness of the problem of fashion waste. But also show people ways they can lessen their impact by falling back in love with the clothes they already own, keeping them in use, and out of landfill”.
2) Cans for Equity by BrewDog
It’s always interesting to see brands explore the ways they can attract and engage their superfans.
Look no further than what Brewdog have launched during Feb, with their Cans for Equity campaign - with the result being you can recycle 50 cans to become an ‘equity punk’ in Brewdog.
This is such a great way to not just encourage behaviour change in the short-term, but also to show they care about their product at all stages through partnerships with First Mile to give their cans a second life.
This initiative has created a more intimate perk for their superfans by feeling truly part of the brand, and we applaud it.
3) Sanctus’s campaign for Children’s Mental Health Week
This particular campaign is proof of how a creative can really thrive in the long-term. Sanctus, a brand providing mental health coaching businesses and individuals, decided to flip the script and create a film a couple of years ago on their socials for Children’s Mental Health Week.
It made a comeback during the past month, and we wanted to highlight how much making this tonal switch on such a sensitive topic matters… it’s so great to see this from a brand with a more corporate audience.
We spoke to George Bell, the brand and marketing lead at Sanctus who agrees that the power of the film also lies in the script. It’s comedic but authoritative on a subject when “all too often mental health is associated with images of someone sitting in a dark room clutching their head - this is, of course, part of mental health but it's not the full spectrum.”
“Although it's a couple of years old now, we still re-use it and still have a great response every time, which shows that it still remains uncommon for people to see mental health presented in this way.”
4) NHS x Notes to Strangers
411 Likes, 1 Comments - Andy Leek (@notestostrangers) on Instagram: "#notestonhs with @imalilo"
We’ve all seen these notes pop up around London over the years and one of our team is a huge fan, so we had put this in our highlight.
Notes for Strangers started as an Instagram account by ex-creative Andy Leek, writing random notes on telephone boxes and bollards, spreading positivity and kindness where he noticed it’s severely lacking.
This month we saw the launch of a collab with Notes to Strangers and the NHS, creating posters and notes for hospitals UK-wide to show support for nurses under severe stress.
Hospitals tend to be a pretty bleak place and these notes are intended to spread positive messages at a time where political conversations are taking up much of the discourse around their work - it’s just a lovely thing to see.
5) ‘Meet the New Joby’ by Joby
And finally in our roundup we wanted to include this really simple but effective repositioning campaign by Joby. If you don’t know who Joby are - they’re a tech brand that sells tripods for all different devices.
We love how instead of putting their product front and centre, they hero their creators interacting with their product, weaving in UGC to add a mixed media element.
It’s great to see Joby are exploring a new creative angle, becoming more experience-focused - so we’re looking forward to seeing their creative progression down the line!
Like what you’re seeing and want to create content that matters?
Email josh@mattr.media and let’s see what we can do...