Tadweer | Ramadan OOH Campaign
Too valuable to throw away.
We’re careful with the things we value. So how do you get people to care about something they’ve already called waste?
For Tadweer, an organisation that transforms waste into valuable resources, Ramadan was the moment to challenge that perception. A month centred on generosity and appreciation also sees an increase in what gets thrown away.
The idea made that contradiction impossible to miss: an ordinary rubbish bag, shaped like a precious diamond. Paired with one simple question, “Would you throw this away?”, the campaign asked people to reconsider something they discard without a second thought.
I developed the creative concept, campaign line and visual direction around a simple belief: changing how people treat waste starts with changing what they see in it.
