Unilever: Upcycling with Wall's Max

Wall's, an ice cream brand, encouraged children and parents to reduce waste by upcycling ice cream sticks into toys.

An ice-cream stick ain't just a stick! Upcycling with MAX.

Campaign Overview

The upcycling journey with Wall's Max aims to inspire millions of people who taste Max's ice creams every day on how ice cream sticks can turn from waste into airplanes, pen holders, birdhouses and dozens of other ideas, and invites all parents and children to the play for a more sustainable world.

Situational Analysis

When you stop and think about just how much waste fast-moving consumer goods generate and what impact that has on our planet, you quickly realize that we don't have much time left to make...

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