EarthKind
Luxury, not landfill
97% of all bedding is unrecyclable, usually ending up in landfill. EarthKind wanted to challenge everyone to think about bedding in a new way, by making luxury bedding out of literal rubbish – recycled down, feathers and plastics. And this idea was the starting point for a new brand campaign that aimed to be provocative, thought-provoking, and unexpected.
We worked with photographer Neal Grundy to capture intriguing, elegant duvet shapes that showed off the products' premium qualities. Whilst copy suggested it was anything but.
Nominated for Prolific North and The Drum Roses Awards 2023.
AGENCY: McCann Worldgroup (Leeds), 2023.
TEAM: Gavin Shore, Adele Booth, Tom Smith, Scott Oxley
PHOTOGRAPHY: Neal Grundy
©2023 Amy Jones