Client: Keep Cup.
Target Audience: University students, males and females, 20 - 30.
SMP: Reusable cups mean game over for single use cups.
Media: OOH (Digital Display), Social Tiles, Poster, Stickers.
Date: September 2026 (ALA304).
Insights: While a high portion of this desired demographic are interested in saving the environment, it was important that this was highlighted in an unconventional way. While adverts promoting reusable products often show pictures of the product or the damage to the environment, I really wanted to do this differently. These pieces show plastic cups being replaced by Keep Cups in a variety of game situations, which are times when waste is high. The games situations also line up with the theme of the copy. While these Keep Cups are generally used for coffee, I felt it was important to bring the advertising away from simply showing baristas pouring coffee and show these products in a different way that was more likely to capture the target audience’s attention.
