FUSSY (A project for M&C Saatchi London)

Insight: Fussy is a brand that acknowledges the detrimental effects of modern-day personal care products: single-use containers, harmful chemicals, and long-lasting environmental damage. Their vegan products and refillable containers strive to address these issues while still delivering delightful freshness. A campaign inspired by M&C Saatchi London, it aimed to create awareness by using the idea "Give a fuss" as a trigger point of action that counters nonchalance.

Aim: To create a all to action to become the change we want to see

Strategy: To curate a series of billboard campaigns, aimed to create awareness by using the idea "Give a fuss" as a trigger point of action that counters nonchalance. Visual language is an oxymoron of something ordinary in our lives and it has an extraordinarily bad impact on the planet. The copy embellishes how Fussy is striving to bring about a positive change for the sake of the planet.