Sustainable deodorant brand Wild had established brand awareness among eco-conscious early-adopters. The next challenge was to increase brand awareness among Millennials who care about the planet, but also care how they smell.
Strategy
The climate crisis was driving more eco-anxiety than action. The campaign insight showed people were doing their best, but find it exhausting. Guilt-tripping sustainability comms weren't helping.
The initiative needed to empathetically inspire people to make a positive change for the planet, one stick of Wild at a time. It's not about a small few doing everything perfectly, but lots of us doing a few things right....