- Eco-friendly cleaning and laundry brand Ecover’s latest campaign, Waste No Space, sees dishware stacked in a series of unexpected places
- The ads show trains, tents, cars and suitcases packed with crockery, and have been placed in outdoor and print, including a takeover of Oxford Circus underground
- Created by Uncommon Creative Studio, it aims to drive consumer behaviour change in a fun, unpredictable way
- It comes as Ecover’s research finds nearly 80% of consumers run the dishwasher before its full, with every half-full load wasting precious water
LONDON, UK: Eco-friendly cleaning and laundry brand Ecover is calling on the nation to stop, think and waste less when you wash the dishes, with its latest ad campaign, Waste No Space.
Waste No Space marks the launch of Ecover’s new industry-first plastic wrapper-free, tightly stacked dishwasher tablets in a 68% smaller* fully recyclable carton pack. The range is both CarbonNeutral® Certified^ and Cruelty-Free International approved.
The eye-catching series of print, outdoor and social ads show perfectly stacked crockery in several places that are famously well-packed – unlike the nation’s dishwashers – including trains, tents, cars and suitcases. The messaging provides a seamless segue from the product to its potential for behavioral change, effectively brought to life by the creative execution.
Aiming to incite real behaviour change, the ads have been created in response to Ecover’s research, which finds that almost four fifths of the nation turn their dishwasher on before it’s completely full, a practice which reduces energy efficiency.
Created by Uncommon Creative Studio, placements for the campaign include a full takeover of London’s Oxford Circus underground station, with a 127m billboard – currently thought to be the longest ad on record – spanning the full length of the station platform set to be an arresting hero visual, showing an entire train packed with dishes. All media planning and buying was led by T&Pm.
An Ecover spokesperson, said: “At Ecover, we hate waste. Wasted water. Wasted energy. And wasted space. That’s why we make it our mission to make every wash less wasteful. We started by tackling people’s harmful laundry washing habits with the provocative thought: ‘sometimes the best wash is no wash’. Now, we’re marking the launch of our pioneering plastic-free^^ dishwasher tablets, that waste no space in their compact box, by breaking the cycle on wasteful dishwashing habits – because ‘if it’s not full, it’s wasteful’.”
To find out more, visit: Waste no space – Ecover.
