Transforming waste into purpose

15.01.2026

Waste is one of the world’s biggest problems.

Which is why it was refreshing to work on a campaign focused on a real solution, rather than another reminder of how bad things have become.

We worked with the Global Cement & Concrete Association (GCCA) on a campaign about co-processing: a proven way of dealing with non-recyclable waste that reduces landfill and cuts reliance on fossil fuels.

From the outset, the creative challenge wasn’t about amplifying the problem. We’re so used to seeing images of waste that they barely register anymore. In many cases, they do the opposite of what’s intended — they make people switch off.

So the focus shifted. What should we lead with? What’s worth amplifying? And how do you talk about waste as an opportunity – without feeding the fatigue and negativity that already surrounds it?

That thinking shaped the narrative and the visual system, and led to the ‘More / Less’ idea: showing how the benefits of co-processing actively reduce the harms. It also gave rise to the strapline ‘Transforming waste into purpose’ – reframing something loaded into something actionable.

The result is a campaign that shifts the conversation from awareness to action. From problem to possibility. Using clear, positive language designed to invite engagement – not overwhelm it.

The film and social media campaign launched to the world yesterday. The opportunity now is simple: stop talking about solutions in theory, and start using the ones that already exist.