Creative Brand Purpose The Drum Awards

How Carousell set the circular economy revolving with #TrashtoTreasure


By Awards Analyst, writer

December 6, 2022 | 3 min read

Carousell Media Group and the Singapore Ministry of Sustainability and the Environment have won The Drum Awards for Digital Advertising APAC 2022 in the public sector or government category for their ’#TrashtoTreasure’ campaign. Here, we find out more about what went into this successful campaign.


Carousell set the circular economy revolving with #TrashtoTreasure

Extending the Singapore Green Plan with renewed vigor Carousell is turning the city-state around to prioritize the fourth ’r’s of sustainability – repair.

The Brief

Carousell was tasked with transforming perceptions of disused junk with ’#TrashforTreasure’, a bid to show audiences how to fill pockets instead of landfill. Tapping into increased awareness of environmental issues the campaign sees the government take the lead in guiding behavioral change.

The Idea

Taking the form of a five-part video series the campaign explored a different facet of repair each month in turn, from upcycled musical instruments to electronic waste recycling, organic farming, furniture restoration and vintage home buys. Reaching all corners of the city the campaign sought to ensure second-hand becomes the first choice of consumers with short-form edits pushed via Carousell’s social channels.

The Results

Reaching an impressive 5 million people the campaign resonated with the Singaporean public, generating over 19m impressions and delivering 290k video views. Targeted snippets of each of the five videos accounted for a further 3.11m views. All in all over 70k likes, comments, shares and clicks were attributed to the eye-opening campaign.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Creative Brand Purpose The Drum Awards

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