WISH-CYCLING

Grove Collaborative's first brand campaign. We challenged recycling myths and called out the gap between what people think gets recycled and what actually does.

Most of us want to believe recycling fixes everything. It doesn't. Only about 9% of plastic actually gets recycled. Grove decided to stop being polite about it and start being honest, so we brought in Drew Barrymore and an original song to deliver the bad news in a way that didn't feel like a lecture. The campaign earned major media coverage, over 1.6 million social views, and helped position Grove as a sustainability thought leader without sounding preachy.