A campaign that made refilling a bottle feel like the most rebellious thing you could do.
- Client
- Refil
- Year
- 2024
- Disciplines
- Marketing & Campaigns, Motion Graphics
- Industry
- Retail & Consumer Goods
- Deliverables
Project notes
Overview
A fictional refill brand wanted to move beyond eco-guilt messaging and make reuse feel bold and joyful.
Challenge
Everyone agrees reuse is good. Almost no one remembers to do it.
Approach
One loud graphic idea — the endless bottle — that runs across posters, social motion, packaging and in-store refill stations.
Process
Rapid concept sprints, motion tests and a guerrilla poster trial in two neighbourhoods.
Outcome
Campaign platform, out-of-home, social motion system and retail toolkit.
- Creative direction
- Mira Okafor
- Motion
- Lea Moreau
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