Sports Direct: #SaveTheBumblebees
Helping Britain plant 500k+ wildflowers in Sports Direct’s biggest sustainable campaign to date
The Brief
Sports Direct tasked Cult with bringing its company’s mission to help the declining bumblebee population to life; in the sporting goods giant's biggest ever sustainable campaign. The goal was to raise awareness of the plight of bumblebees and to get customers to plant free seeded paper that came with the brand's iconic mug and reusable bag through Spring.
What We Did
In the spirit of sustainability, we concepted, developed and produced a carbon-neutral TV commercial, using only recycled footage to communicate Sports Direct's commitment. From repurposed National Geographic footage to The Lionesses European victory, and footage from partner brands Nike and Under Armour - everything was recycled.Launched as one of Sports Direct's first sustainable campaigns, we've reduced carbon YOY by over 50%.
The Talent
Running for two years, we’ve enlisted names iconic to the nation to be the voice of our campaign- from Joanna Lumley, following her vocal campaigning, stance and passion on climate change issues, to Harry Redknapp - the one man able to bring a country together around a common passion.
83%
of customers added seeded paper to their basket
1m+
organic reach in the first 24 hours
12.5m
views garnered on #SaveTheBumblebees