Wild: Dirty talk

Wild, a sustainable deodorant brand, increased awareness and brand consideration among young people in the UK by launching a three-minute film on YouTube that drew parallels between dating and sustainability.

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....

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