The Great Reset

Sustainability Marketing

In July 2020, companies from across the UK’s creative industry came together to launch The Great Reset. The initiative was led by Iris and the Purpose Disruptors, and intended to maintain and promote the positive behaviours and environmental shifts created during lockdown.

Global emissions decreased by 7% thanks to lockdown, but as the world started to ‘reopen’ and return to a ‘new normal’, there was a small yet urgent window of opportunity not to let this progress slide.

A new poll conducted for The Great Reset through OnePulse showed that only 23% of the population believed that post-lockdown advertising should encourage people to consume, shop and fly like before, while 77% thought it was the creative industry’s responsibility to encourage people to behave more sustainability, as we had done during lockdown. 

The Great Reset aimed to harness this moment in time, providing an opportunity to ‘reset’ and create work that met the best interests of both mankind and the future of our planet.

The Great Reset is a movement, initiated by the Purpose Disruptors network. Adopting a unique, collaborative approach, over 200 people from competing agencies within the community attended a series of online workshops throughout lockdown to develop the launch activity. People from Iris, Wieden & Kennedy, McCann, Gravity Road and Thinkhouse have contributed their time to developing the initiative.

D&AD were a key launch partner, supporting this initiative from the beginning and integrating it into their New Blood programme. The initiative called for other people and organisations within the advertising, marketing and creative industries to pledge their support and #createthereset. Pledges include donating free media space, offering up creative time in response to The Great Reset creative briefs and amplifying the campaign.

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Specialisms involved

In July 2020, companies from across the UK’s creative industry came together to launch The Great Reset. The initiative was led by Iris and the Purpose Disruptors, and intended to maintain and promote the positive behaviours and environmental shifts created during lockdown.

Global emissions decreased by 7% thanks to lockdown, but as the world started to ‘reopen’ and return to a ‘new normal’, there was a small yet urgent window of opportunity not to let this progress slide.

A new poll conducted for The Great Reset through OnePulse showed that only 23% of the population believed that post-lockdown advertising should encourage people to consume, shop and fly like before, while 77% thought it was the creative industry’s responsibility to encourage people to behave more sustainability, as we had done during lockdown. 

The Great Reset aimed to harness this moment in time, providing an opportunity to ‘reset’ and create work that met the best interests of both mankind and the future of our planet.

The Great Reset is a movement, initiated by the Purpose Disruptors network. Adopting a unique, collaborative approach, over 200 people from competing agencies within the community attended a series of online workshops throughout lockdown to develop the launch activity. People from Iris, Wieden & Kennedy, McCann, Gravity Road and Thinkhouse have contributed their time to developing the initiative.

D&AD were a key launch partner, supporting this initiative from the beginning and integrating it into their New Blood programme. The initiative called for other people and organisations within the advertising, marketing and creative industries to pledge their support and #createthereset. Pledges include donating free media space, offering up creative time in response to The Great Reset creative briefs and amplifying the campaign.

The launch film and website, created and produced by Iris, encouraged the industry to use its creative power to reset how we live. To keep environmental impact to a minimum, the film was created in-house, completely out of stock imagery. The website, www.greatreset.com, enabled people to access resources and pledge support.

This was accompanied by a White Paper written by strategists at Gravity Road and Thinkhouse. The White Paper helped deepen people’s understanding and set out the need for people in the industry to ‘reset ourselves’, ‘reset out work’ and ‘reset our impact’. Participants were encouraged to read, digest and share the piece so that the message could be spread far and wide.

The launch was supported by Virtual ‘Great Reset Gatherings’ held daily between the 8th and 16th of July. These 90-minute sessions were hosted by The Purpose Disruptors and acted as an opportunity for collaborators to learn, ask questions and understand how they could help and get involved, as well as offering an opportunity to meet like-minded people.

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