Ragn-Sells
The What a Waste! Campaign
ragnsells.com
Ragn-Sells Group presentation
Ragn-Sells needed a group-wide platform to showcase their circular initiatives. However, in a landscape highly sensitive to greenwashing, claiming true circularity is risky. Closing the loop entirely depends on complex factors like legislation, producers, and technology. To position Ragn-Sells as a credible thought leader without making hollow promises, I developed an umbrella concept anchored by a strategic payoff: Think circular.
Industry
- Environmental services
- Circular Economy
In-house work / What I did
A group-wide platform for circular communication.
Acting as the lead creative and strategic partner, I developed the campaign name, the core concept, and the structural strategy for a central landing page to house all their initiatives. The goal was to create a cohesive, group-wide narrative that could adapt across different markets and channels, from extensive digital platforms and social media campaigns to print advertising and internal communication.
The visual identity for What a Waste! was designed to be bold, urgent, and immediately recognizable. By utilizing strong typography and a distinct, consistent color palette, the campaign cuts through the noise and delivers complex environmental messages with clarity and impact. It’s a flexible framework built not just to inform, but to challenge the industry standard.
Setting the narrative.
Based on my conceptual brief, copywriter Daniela von Polgar delivered a brilliant script and voiceover. Together, we turned the heavy reality of global resource depletion into an inspiring and actionable narrative. I produced and edited the final campaign film, setting the tone for the entire initiative.
A multi-market asset suite.
A truly sustainable brand concept must be built to scale. Working alongside copywriter Daniela von Polgar, we developed a comprehensive and modular asset suite encompassing both print campaigns and dynamic motion assets.
Designed with cross-border adaptability at its core, the visual framework allowed for seamless format adjustments and localizations. This enabled the campaign to be efficiently deployed across multiple European markets and languages without losing its core identity. The result is a highly responsive communication network that pairs strategic environmental messaging with maximum production agility.
Part of a larger transformation
The What a Waste! campaign is a key component of the ongoing brand evolution at Ragn-Sells.