This poster campaign was created by Lucky Generals to promote Co-op supermarket’s new soft plastics recycling scheme, which allows customers to recycle things like crisp packets, bread bags, single-use carrier bags and bags for life, yoghurt pots, biscuit wrappers, and pet food pouches at over 2,000 stores across the UK.

The campaign emphasised that ­Co-op would recycle soft plastics and product wrapping from items bought in any store, and in a cheeky and provocative move, the targeted OOH ads were placed right outside competitors’ stores – in some cases even as close as a metre away from the building.

Agency: Lucky Generals
Creative Director: Danny Hunt
Creatives: Gareth Morgan, Martin Tighe
Design Director: Shakira Twigden
Strategy Director: Rachel Hamburger
Client Partner: David Mannall
Account Directors: Julia Dixon, Jake Annett
Agency Producer: Jon Clarke