The world of sex toys lends itself naturally to playful double meanings—both visually and verbally—which made it an ideal foundation for the campaign. The copy leaned into bold, tongue-in-cheek references to the products offered by Blush, while the design translated these ideas into expressive and provocative visual executions.

The reality is that many households have devices tucked away that have long outlived their purpose—items people may not know how to dispose of, or may feel hesitant bringing to recycling centres. The campaign aimed to clarify how to properly dispose of these products, making it feel as natural and accessible as recycling any other household waste.

Recycling can be exciting. The campaign’s visual identity aligned with Blush’s signature pink aesthetic, including a newly designed logo referencing both the brand and the universal recycling symbol. A custom pink recycling bin was also created, travelling across the city to collect used devices from the public.

No one should feel ashamed of their waste.

I co-led the project alongside the Creative Director, working closely with the copywriter and designer throughout the process. As a purely graphic campaign, the development was highly collaborative, with roles naturally overlapping as we explored the interplay between visual ideas and wordplay.

The process was driven by experimentation, allowing us to continuously refine and push both the concept and execution through a close integration of copy and design.