BRAND & COMMUNICATION
August – September 2022
According to the European Commission, every European is responsible for an estimated 5 tons of waste every year. Only about 38% of that waste gets recycled. Thus, it’s necessary to redesign the consumption lifecycle. There are many ideas about and solutions for boosting the circular economy; however, resale, sharing, and repairing products are often expensive and/or inconvenient compared to simply buying new.
Our client, the Berlin-based startup faircado, has made it their mission to end unnecessary overproduction by making secondhand the first choice. The team created a browser extension that works in both online stores and search engines. Once installed, a pop up shows a secondhand or refurbished option offered on a partner platform. This way, buying secondhand or refurbished products becomes easy, which saves resources and money. Secondhand shopping has never been so easy! But how do you spread the word?
For the launch of faircado’s smart shopping assistant, we went B-I-G! During the UN SDG Action Week, we put faircado in the spotlight. While faircado hacks the system to change our online shopping habits, we hacked an XXL advertising space with alternative messaging in the heart of Berlin.
Prior to the launch, we quickly developed a comprehensive rehaul of the brand and redesigned the website to reach a primarily younger target audience. Clear messaging around the tool and its benefits rounded off the communication package and positioned faircado as a smart solution for sustainable behavior.
The brand redesign and high-profile advertising campaign positioned faircado as a promising newcomer. Numerous users have since saved valuable resources and reduced emissions with their secondhand purchases. During the launch phase, faircado also cooperated with everwave and removed 1 kg of plastic from waters around the world for every download. We’ll update this information once we’ve received more data.