Give Zero Waste the Green Light

To mark the International Day of Zero Waste on 30 March, this collection includes five pieces of work that focus on waste reduction. Learn more about how to link sustainability to brand relevance in The LIONS Progress Check: Sustainability, available in the Reports section on The Work.

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Life Extending Stickers | Makro | Grey Colombia, Bogotá | 2023

People throw away edible food because it looks “too ripe”. Based on this insight, wholesale retailer Makro in Colombia used colour-coded stickers to suggest relevant recipes for fruit and vegetables. This simple, analogue solution extended the average lifetime of the products by six days. It shows how to reimagine packaging as an educational channel.
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Hellman’s Make Taste Not Waste | Hellman’s | Wunderman Thompson, New York | 2023

This cheeky, pun-based approach capitalised on food-themed celebrity names like John “Ham(m)” and Brie (“cheese”) Larson. It also leveraged cultural moments and inspired 71% of Americans to reduce food waste at home, while increasing its own revenue by $44m. It shows how to evolve your strategy in real time alongside pop culture.
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AIZOME Wastecare™ Industrial Waste - Certified as Skincare. | AIZOME | Serviceplan, Munich | 2023

AIZOME took industrial wastewater from textile dyeing and turned it into a skincare product. Bottled and packaged using recyclable materials, the product earned 110m impressions and created 44 new business opportunities for the company. It shows how to take a holistic approach when considering where you can reduce waste in your production chain.
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Plastic Fishing Tournament | Corona | We Believers, New York | 2022

As part of Corona’s longstanding commitment to reduce marine plastic pollution, the beer brand invited fishers to trawl plastic out of the sea for a reward. It also connected participants to local recycling companies to extend the scope of the clean-up effort. This scalable initiative has removed more than 20 tonnes of plastic from the ocean, showing how to involve local communities in your strategy to increase positive sentiment around your brand.
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Pure Waste | SSAB | Forsman & Bodenfors, Gothenburg | 2023

Swedish steel company SSAB modernised an industry traditionally associated with high emissions by inventing the world’s first fossil-free method for producing steel. And it showcased its achievement at COP27 by bottling the only ‘waste’ generated by the new production process: fresh water. Its multichannel campaign reached some 143 million people, showing how to galvanise audiences into action by showing up at events like the UN Climate Change Conference.
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