At COP26, LUX drove a powerful campaign for longstanding client Zero Waste Scotland to spotlight the hidden climate culprit in our homes: food waste. Despite plastic waste dominating public attention, just 1kg of household food waste equates to 25,000 plastic bottles heading to landfill. To shift perception and make the scale of the problem impossible to ignore, LUX collaborated with renowned celebrity photographer Rankin to create striking visuals that cut through the noise of this high-profile global summit.

From creative concept and art direction to PR, social media, a public art photography trail and influencer engagement, we delivered a multi-channel campaign that kept food waste front of mind throughout COP26. The campaign generated 284 pieces of coverage during the global summit, achieving 1.3 billion reach across Sky News, ITV News, The Guardian and The Independent, 97k social engagements and 3.5 million organic social reach. The work earned a Purpose Awards win and Marketing Society Chairman’s Award.