THE WEIGHT OF WORDS.
Celebrating a community that’s improving the world one individual action at a time.
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Celebrate a community with a typography-led campaign.
The community we chose.
Zero-wasters — those who aim to reduce what they’re sending to landfills.
While many see our environmental issues as insurmountable, zero-wasters believe that individual choices make an impact. While they may seem at best foolish, and at worst extremist to those outside of the community, their unifying belief reveals a remarkable optimism that’s worth celebrating.
Change the perception of them from unrealistic extremists to dedicated visionaries who see hope for our planet’s future.
Our campaign references the circular ecosystem zero-wasters are advocating for (use and re-use/repurpose) over the linear one in effect (use and dispose).
We also realized that whatever we created had to align with our community’s principles and create no waste.
To have the greatest impact, we centered our deliverables around a platform with cultural cachet: Coachella Arts & Music Festival.
We also found that the week-long festival generates 107 tons of waste daily, meaning our campaign could have an immediate and measurable impact.
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that’s beautiful enough to keep, and beneficial for the planet.
that aligns with Coachella’s existing communications while promoting Zero Waste.
in-person experiences that provoke thought, and prompt action at Coachella.