Find a keeper

Project Brief

Keep Cup

Requirements Develop a words driven advertising idea that engages an audience of your choosing in a very unexpected way

Rationale

This campaign turns choosing a Keep Cup into choosing a relationship worth committing to. Using cultural language like Don’t settle, Find a keeper and You deserve something that lasts, the copy gives sustainability a playful and unexpected voice. Each execution treats Keep Cup like the better partner: reliable, built to last and worth it. The relationship wordplay connects the executions, while bold, colourful visuals keep the campaign youthful. Rather than telling people to be more sustainable, the campaign tells them to stop settling for single-use and find something worth keeping.

Ideation

I started by looking beyond the obvious sustainability messaging associated with reusable cups. Rather than telling people to simply choose reusable, I explored ways to communicate the benefits of something you use every day: you’re committing to it. This led me to the idea of relationships, and I began brainstorming commonly used phrases in the dating scene: don’t settle, find a keeper, you deserve something that lasts and stays hotter for longer. From there, I started scamping ways the copy and art could work together for a social media campaign.