In recent years, sustainability has become increasingly top of mind for marketers and consumers alike. But amid doom-and-gloom news and greenwashing claims, it can be difficult to find the real messages in all that noise.
Sometimes, though, a campaign actually breaks through. ADWEEK spoke to the creators behind four campaigns over the past year that inventively informed or drove action in an area of sustainability—sometimes without mentioning the environment at all.
Barilla
Barilla’s campaign in March wrapped a sustainability message in simple and charming tutorials from world-renowned organization expert Marie Kondo.
Known for her inventive tidying techniques and mantra to only keep things that “spark joy,” Kondo’s latest lifestyle hack is reusing pasta boxes as eco-friendly packaging alternatives.
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