With a 40 year heritage minimising environmental impact, Ecover wanted to showcase the value of recycling plastics.  The resulting  Rubbish Café was a world-first experience; people could only enter if they paid with recyclable plastic rubbish.

Everything was created with sustainability and shareability in mind: from reusable cork flooring to the eco-friendly wash- off pavement graffiti. Eco-chef Tom Hunt created zero waste veggie and vegan bowls, whilst upcycling designer Max McMurdo ensured the café backdrop was Instagram worthy.


  • Widespread editorial and social coverage including 130 pieces of coverage
  • 620,000 organic video views
  • 24 million+ social impressions
  • 1,000 visitors to the café
  • 11,400 visits to the microsite
  • Significant sales uplift for Ecover’s washing range

Awards & Accolades:

  • Winner – Grand Prix – The Drum Experience Awards 2018
  • Winner – B2C Experiential Brand Campaign/Event of the Year – The Drum Experience Awards 2018
  • Finalist – Consumer Award – PRCA National Awards 2018
  • Finalist – CSR Award – PRCA National Awards 2018