Agency: MullenLowe
Client: Sure
Date: May 2019
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Sure has created the world's first recyclable tweet - #RTtoRecycle - to highlight the fact that deodorant cans are recyclable.

In partnership with Twitter, the activation will start with a simple tweet of a Sure can, which when retweeted, will reveal a reimagined aluminium item.

As this continues, the retweet chain will showcase the infinite objects Sure can be recycled into, including wheels to water bottles, hoops to hurdles and golf clubs to walking frames.

Challenging the conventions of packaging waste, Sure highlights the importance of recycling our waste.

With Mullenlowe on creative and strategy duties, the influencer marketing was handled by Weber Shandwick, with Mindshare handling the UK media launch.


Agency: Mullenlowe London

Chief Creative Officer: Jose Miguel Sokoloff

Creative Director: Ale Koston, Emilio Valverde

Head of Digital Design: Rachel Wells

Creatives: Loren Cook, Bronwyn Sweeney

Global Business Leader: Alan Bell

Account Director: Ben Good

Global Planning Director: Ayesha Walawalker

Digital Strategist: Rowan Kisby

Producer: Jemma Hamid