ADVERTISING CAMPAIGN 2026
KEEPCUP
Disposable cups have had their day.
A words-driven campaign using the language of death to challenge disposable coffee cup culture and position KeepCup as the alternative.
01 - THE INSIGHT
For many takeaway coffee drinkers, the morning coffee is automatic - remembering the reusable cup isn’t. It gets left in the cupboard, and another disposable cup becomes the convenient fallback. We don’t forget the coffee, we forget the cup.
02 - THE BRIEF
Develop a words-driven advertising campaign for KeepCup that engages its audience in an unexpected way. With the copy at the centre of the idea, the campaign needed to extend across at least three executions while creating a more distinctive and creative approach to KeepCup advertising.
03 - THE IDEA
Death to disposable.
Disposable cups are designed to be used once and thrown away. The campaign takes this disposable lifespan literally, borrowing the visual language and copy conventions of obituaries, gravestones and causes of death.
Dark humour turns a familiar sustainability message into something unexpected, allowing the copy to deliver the environmental idea without relying on traditional eco-focused advertising.
04 - THE CAMPAIGN
NEWSPAPER/PRINT
OUT OF HOME
BILLBOARD
05 - WHY IT WORKS
The campaign transforms a familiar sustainability message into something unexpected through dark humour and wordplay. Treating disposable cups as though they have reached the end of their lives creates a simple connection between single-use culture and waste, while obituaries, gravestones and “causes of death” language allow the idea to adapt naturally across different formats. Most importantly, copy remains the hero throughout, directly responding to the words-driven brief.