We’re beyond proud to announce that our brand experience idea, the ‘Little Reset Brew Co.’ is amongst the brilliant winners of The Great Reset.
The Great Reset is a creative industry movement led by the Purpose Disruptors, with the objective to embed the positive environmental shifts that have happened during the first lockdown.
With more than 200 entries from over 30 agencies and freelancers, the competition was judged by D&AD’s New Blood Academy, giving the younger generation a much-needed voice on a topic that will directly impact their future if no action is taken.
Our Managing Director Paul Bentley tells our story; why we joined in and our idea
Why did we get involved?
It’s impossible not to emerge from the six months without a different view on the world. At Household, we’ve been talking more and more about our own agency’s sustainability policy and The Great Reset is an opportunity to focus on what matters to us and help create something that creates positive change.
We’re very passionate about using creativity to create experiences that drive behavioural change, bringing these two areas together for The Great Reset was a dream brief and one we hoped to take forward into a reality. It’s also been a powerful way of bringing us closer as a team in these virtual times. What could be more motivating than ‘the most important brief you’ll every work on’?
One great reset = lots of little resets
Our starting point was the truth that any great achievement in life – or any big behaviour change – is made up of lots of little, cumulative actions.
For us, The Great Reset was going to be made up of lots of little resets.
Our idea
A tea company with a difference…
Did you know we drink 100 million cups of tea daily, 36 billion cups of tea a year in the UK? That’s a lot of opportunities to pause, reflect and reset.
It got us thinking… what if the ritual of tea drinking became a catalyst to rally a nation to change the way they think, feel and act?
We developed a concept for a new, creatively-driven and planet-positive business, ‘The Little Reset Brew Company. We thought that by turning the everyday moment of making a brew into a quick pause for thought and reflection, we can celebrate and reinforce the positive impact of various climate-positive lockdown behaviours.
Little steps to save the planet…
Every LRBC tea bag comes with a (recycled, compostable) label displaying one of many, many messages that remind, inspire and reinforce all sorts of accidental climate-hero actions – a nudge to eat vegan once in a while or explore your local area on foot.
Each brew becomes a gentle pat on the back, a positive message that nudges people to maintain their positive actions.
A D2C model so you don’t have to lift a finger, you can replenish the stash without leaving your sofa through our subscription-based model, automatically encouraging you to ‘Keep it up’.
At the heart of the subscription model is a refillable, personalised tea tin which becomes a must-have iconic home accessory. We can see them pop up in the background of a video call or be at the top of the list of Christmas gifts. The tin is a badge of honour and doubles up as a symbol of people’s involvement and commitment.
The task in the brief was to capture a spirit of togetherness. The Little Reset Brew Company is built as a co-ownership model. The idea that if it’s owned by the people of Britain, we all have interest in the growth and success of the company. An army of accidental climate hero advocates will form.
The company is set up as a not for profit business. As an owner, you won’t receive return on investment but will feel a return on the planet.
We love the idea of a virtuous circle back to the creative industry, using the profits to fund the education, inspiration and perhaps accreditation for climate-positive-impact. Helping the creative industry be more responsible, more mindful, more accountable for the work we create.
That, for us, would be a powerful legacy of what Purpose Disruptors set out to achieve with this competition.
