Created for International E-Waste Day, the campaign brought together sex toy retailer Blush and recycling company Sorpa in an unexpected collaboration.

The idea leaned into the natural double meanings within the category, using playful, provocative language and visuals to capture attention while communicating a clear message around responsible disposal.

To normalise the disposal of intimate electronic devices and make the process feel as straightforward as recycling any other household item.

The campaign also aimed to remove hesitation and uncertainty, encouraging people to take action.

The campaign centred on the idea that once the “buzz is gone,” it’s time to let go.

Through bold copy and expressive visuals, we used humour to reduce stigma and make the message more approachable. The tone balanced playfulness with clarity, ensuring the campaign remained both engaging and informative.

The visual identity built on Blush’s signature pink aesthetic, combined with references to recycling systems.

A custom pink recycling bin was created and moved across the city, making the campaign visible and accessible in public space, while reinforcing the idea of participation.

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.

As a graphic-led campaign, the process was highly collaborative, with roles naturally overlapping. We developed the concept through continuous experimentation, refining both copy and visual execution in tandem to ensure a cohesive and impactful result.