The Overview Effect
Sustainability is one of the most important — yet most ignored — topics in internal comms. Our challenge was to help Mondi build genuine momentum behind their MAP 2030 sustainability action plan.
This could have looked like any other sustainability campaign: green leaf graphics and tree-planting days. So expected, so ignorable.
Instead, we looked in the opposite direction. Space. Not because we're ready to join the billionaires colonising other planets, but because astronauts often report a profound shift in their understanding of Earth's finite resources when they look back from orbit. This phenomenon is known as the Overview Effect — and it inspired everything.
To extend the launch, we proposed sending a weather balloon carrying the Mondi logo to the edge of space; a Meat-free March to highlight the carbon impact of food choices; and art installations from upcycled cardboard and plastic waste — showing why their innovations matter.
"Win eyeballs before you get to hearts and minds."
We enlisted real-life astronaut Tim Peake to launch the campaign — and invited colleagues' families to the live broadcast. Sustainability doesn't just matter at work; it's the next generation we're thinking about.
The project succeeded because our client was willing to embrace out-of-this-world ideas, and understood that the job is winning eyeballs before getting to hearts and minds.
Completed while at McCann Synergy.