Waste Separation Lead Generation Campaign

England’s new Waste Separation Legislation 2025 requires businesses and households to separate recyclable materials, supporting improved recycling, reduced landfill use and the country’s sustainability goals.

The legislation gave Commercial an opportunity to showcase its expertise and support businesses through the transition. The project focused on creating a client email promoting Commercial’s services, supported by compelling imagery. Several concepts were explored, with two selected for further development.

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Client

Commercial Ltd

The Challenge

Creating an effective email and banner to drive engagement.

The Solution

Exploring concepts collaboratively to find the strongest direction.

The Result

A dynamic email campaign directing readers to contact Commercial and learn more.

Deliverables

Email | Online Article

Idea exploration

The campaign focused on a targeted email highlighting Commercial’s services, supported by impactful visuals designed to capture attention. Several creative concepts were explored during development, with two strong directions selected for further refinement.

The separation of waste campaign moodboard 1, exploring ideas for a motion graphic image
The separation of waste campaign moodboard 2 showing thought process and idea exploration for the motion graphic to be created

Adding motion

Motion graphics were incorporated to create a more engaging email experience. The example above brings waste separation within a bin to life through dynamic animation, helping capture and retain the viewer’s attention.

The separation of waste bin animation of a large green bin splitting into 6 sections that hold different recycled materials

The final design

The final email features an animated fox graphic that directs recipients to an insight article on the Commercial website. The copy was refined to complement the visual direction, while a balanced layout and contrasting content blocks enhance readability, guide the reader through the message, and create a clear, engaging flow.

Don't be outfoxed by the changes animation of a red fox sat in the street at night looking a different recycling bins that are highlighting one at a time
The separation of waste campaign landing page and email mockup featuring a motion graphic of a red fox looking quizzically at multi-coloured recycling bins at night on a cobbled street in the UK
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