NaughtOne Sustainability - Mobile Header


Telling a sustainable story

Following the success of our ‘Together Again’ campaign, we were asked to help NaughtOne communicate its commitment to sustainability. With the brand wanting to share its environmental practices and credentials, we were tasked with developing a campaign that could shine the spotlight on its responsibilities and promises without ‘green-washing’ audiences.

Our response was the development of a hero sustainability film with supporting cut-downs – all of which was shot bespoke – that tells a rich, meaningful and authentic sustainable story. Activated across web and social platforms, the campaign has become a key part of the brand’s communications.

NaughtOne - Sustainability
NaughtOne - Sustainability - Campaign Idea
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Simple in principle, the campaign’s narrative had to do much of the leg work for it. It needed to be rich, powerful and punchy – while communicating the benefits customers get as a result of NaughtOne’s sustainable initiatives and processes. So we wrote it with that in mind.

To ensure there was a variety of communications for the brand to utilise, we developed both a hero film that tells NaughtOne’s complete sustainability story, as well as a series of cut-downs that focused on its key chapters individually.

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NaughtOne - Sustainability - Photography

“We have a genuine passion for sustainability at NaughtOne, so we were keen to find a way of articulating our commitment in a natural and authentic way. The stories, images, films and other campaign assets Cubic have created for us truly capture the craft, care and consideration that runs through everything we do beautifully. We couldn’t be happier with the outcome.”

Rob Hamilton

Head of Product Management, NaughtOne