In just one hour in London, we produce 223 tonnes of waste, yet it only takes a minute to make a change. The amount of residual waste is of significant magnitude, and our aim with this campaign is to represent the volume of waste produced in London into real-life examples which will illustrate the size of the problem.

Creative Brief

We were asked to develop an awareness and behaviour-change campaign using strong visual and statistical information to highlight just how much waste is produced every minute and hour in London. The waste lines included residual household waste, textiles, paper cups, small electronic and food waste - and the campaign needed to help people visualise the scale of the problem.