Love Beauty & Planet / Home
Project Type
Social Campaign, Art Direction, Product Styling, Design
Date
January 2020
Location
Hoboken, NJ
Awards
NY Festivals Advertising Awards, Print: Health & Wellness, Shortlisted 2020
Client
Oliver Agency
Brief
For America Recycles Day, Love Beauty and Planet partnered with The New York Times to inspire sustainable living. The campaign shared eye-opening stats on the climate crisis and simple steps to reduce waste, including tips that feature Love Beauty and Planet. Timed just before Thanksgiving and Black Friday, the program highlighted proper recycling and set the stage for the brand’s holiday waste awareness campaign.
Role
Senior Art Director & Digital Designer
Art Direction & Styling
Love Beauty and Planet wanted to address the 25% increase in holiday waste, particularly from packaging and wrapping paper. Their solution was twofold: they ran an ad in the New York Times that doubled as recyclable wrapping paper. This not only encouraged readers to reconsider holiday waste, but also promoted sustainability. The Sunday edition was chosen for its wide readership and its status as a trusted, tangible medium in an increasingly digital world.
