Client: L'Oréal, Garnier

Topics: Branding, CSR, Digital, Creative

True beauty can also look like this

We convinced the world’s biggest beauty brand to throw their products in the trash.

The task /

Garnier has the ambition to use 100% recycled plastic in all their packaging by 2025. Our job was to create an awareness campaign and encourage people to recycle their plastic so we can limit the usage of “virgin plastics”.

Our Approach /

When you’re a beauty brand, you want to make your products look as beautiful and sterile as possible when showing them to the world. But when the message of your campaign involves the part where you throw the product out, why not show that instead?

Make it right

We made a series of films and prints showing Garnier’s products in the least likely way a beauty brand would present them: Empty, used and in the (right) trashcan.

Make it Magic

The different executions were widely distributed from instore material to the cinema with a short message encouraging people to recycle their plastic.

Make it Work
Interior design, Building
Trousers, Customer
What we delivered
  • Creative Strategy
  • Campaign films and cutdowns for social media
  • Cinema
  • Digital Out Of Home
  • Print
  • Digital
It’s not often you see a brand promoting itself by throwing its own products in the trash. But that’s exactly what one of the world’s leading beauty brands, Garnier from L’Oréal, does in a new Nordic campaign

Results /

A significant uplift in ad recall and liking, consideration and trust towards the brand and campaign.