Unpacked
The problem:
Sustainability is not a sexy category. Explaining legislation and the mechanics of the circular economy makes it harder. Selling a product is far easier. Changing behaviour is not, because sustainability asks people to act now for a future benefit. A Producer Responsibility Organisation needed content that could speak to multiple audiences, clearly support its business model, and remain relevant online for at least two years.
The solution:
We created Unpacked, a YouTube documentary series explaining the circular economy and how recycling works in South Africa. Long-form interviews with industry leaders were repurposed into short-form content for LinkedIn, Meta, and TikTok, extending the campaign’s lifespan and driving ongoing traffic to the series.
The results:
Through a coordinated mix of TikTok, Meta, and YouTube advertising, we drove audiences to the episodes on the YouTube channel. The campaign achieved over 2 million views, with the best-performing episode focusing on the economics of recycling and how anyone can pick up a plastic bottle and earn money.
Solve Creative Agency 