WORK: 'Thanks For Nothing' WeTransfer campaign for The Great Reset

Recognising a rare window of opportunity to tackle climate change in 2020, Purpose Disruptors set an open brief to the creative industry to encourage long-lasting behavioural change. Our London Studio's 'Thanks For Nothing' idea was chosen as one of the winners and was subsequently developed into a live campaign in collaboration with WeTransfer.

Amidst the chaos and anxiety of Covid-19, the pause many of us had to take actually had a positive impact on the environment and our carbon footprint, with an estimated 7% decrease in global emissions for 2020. The UN states that we need a decrease of 7.6% every year until 2030 to avoid climate and ecological disaster.

Led by Purpose Disruptors, a network of advertising insiders working together to reshape the industry to tackle climate change, The Great Reset recognised this rare window of opportunity in 2020 to change people’s behaviours for the greater good, and set an open brief to the UK’s creative industry to encourage longer-lasting behavioural change.

Playing with the idea of the ‘accidental climate change hero’, our ‘Thanks For Nothing’ campaign idea was an inclusive response to the brief that celebrates people’s lack of action, and how it actually contributes to the greater good.

Deemed as “bold, distinctive and puts the individual as the hero… the visuals complement the entire concept with their playfulness while being striking at the same time” by the judges, our entry was selected as one of the winners, and we subsequently developed the campaign alongside the WeTransfer team to go live across the file sharing platform.

Our visuals tell the story, but the ‘reveal’ moment is triggered by the user’s action of clicking to upload a document and transferring their files using the site. This promots a joyful animation that sparks life into that user’s decision to send a file digitally, reminding them that what they are doing is contributing to the goal of saving the planet, too. By recognising and rewarding this small act now we can encourage people to maintain their climate-positive behaviours in the long-term.