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