Retreasure
Campaign Design
Creative Advertising
Packaging Design
Copywriting
Service / Information Design
Illustration
Art Direction
Visual Identity System
Issue:
Ceramic items cannot be recycled from home anywhere in the UK (Hardman, 2023). We are advised to throw broken crockery in the general waste bin, which is a problematic addition to landfill (Recycle Now, 2023). Crockery is prone to cracking, chipping and breaking. Whilst repairs are possible, this requires specialist materials and intricate processes, which is not an easy task (Storms, 2016). If broken items have sentimental value, this can be devastating.
Insight:
The Arts and Crafts movement advocated for responsible consumption, and the beauty and handcrafted nature of functional items (Artsper, 2023). William Morris, one of its leading figures, advised, 'Have nothing in your house that you do not know to be useful, or believe to be beautiful' (Watson, 2019). At a time when the climate crisis is prevalent and impacted by overconsumption (Friends of the Earth, 2024), the sustainable ethos of the Arts and Crafts movement resonates in our lives.
Solution:
Retreasure is a conceptual campaign by John Lewis that encourages Gen X (ages 41-56) to take better care of their homeware. As part of this, they are offering a refurbishment service for broken crockery; particularly that of sentimental value. This promises a fixed item that retains its use, or beautiful artwork to display. Inspired by the environmental ethos of the Arts and Crafts movement, Retreasure aims to use the connection we feel with our sentimental items, and the people and memories associated with them, to reinforce a positive connection with our environment; both at home and in the wider world.
Behind the Scenes
Disclaimer: This campaign is conceptual.
