We don’t just build brands, we change behaviour.

Young Londoners say they care about the environment, but the stats tell a different story. This campaign was designed to close the gap between talk and action by creating cognitive dissonance – a mental discomfort that occurs when you say one thing, but do another.

Lambeth - a South London borough - has multiple ‘hot spots’ of sexual harassment and assault. Previous efforts had spoken to men directly, but they weren’t working. So we leveraged ’the friend effect’ to drive results. By calling on mates to watch out for their mates, we created pro-social behaviour that had a significant impact on reported incidents.

The Conservative Party had dominated Wandsworth’s local elections for five decades. Where typical campaigns focus on the local candidate, we took aim at the party’s most prominent figure - PM Boris Johnson - and asked one simple question: 'would you trust this man with your money, schools, taxes, bins?’ The answer was no. A simple pivot in thinking that drove historic results.

During the pandemic, parks became socialising hotspots. And littering went up exponentially. The observer effect is proven to stop negative behaviour – if someone’s being watched, they behave. So we created observers that felt perfectly at home in parks - gnomes. A playful idea with radical results.