Derrick creative agency

PORTFOLIO

The sustainability story we helped investors see.

Strategy
Design
Creative Strategy
Animation
Illustration
Out of Home
Film and Video

PORTFOLIO

The sustainability story we helped investors see.

Strategy
Design
Creative Strategy
Animation
Illustration
Out of Home
Film and Video

WHAT MATTERED

ESG is often treated as a reporting obligation: complex, technical and difficult to understand. For many businesses, the language of sustainability runs ahead of the reality. For Mpact, the opposite was true. The group was already operating a circular economy model at scale — collecting, recycling, manufacturing and reintroducing materials back into the system. But this was poorly understood, even by investors mandated to include green, responsible and sustainable businesses in their portfolios.
Mpact corrugated boxes arranged in an infinity loop to show recycling, material recovery and closed-loop plastic packaging.

INSIGHTS

Mpact’s greatest sustainability strength is also its communications weakness: its circular economy story was embedded across the business, not packaged as a single, easily understood proposition. To investors, including major institutional funds, Mpact was often seen primarily as a packaging manufacturer. What remained largely invisible was that its paper, packaging, recycling and plastics operations formed a working closed-loop system, one that had been doing the hard work of circularity long before the term became fashionable.

BRAND JOURNEY

We began by using the circular motif as a visual lens, showing what Mpact’s business model helps protect: natural resources, communities, clients, shareholders and the wider economy.
Mpact circular economy campaign print adverts showing how recycling and packaging protect cities, communities and natural resources.
Mpact circular economy campaign print adverts showing how recycling and packaging protect cities, communities and natural resources.
As the campaign evolved, we moved from the circle to the infinity loop. The Moebius strip gave the brand a more powerful visual metaphor: no beginning, no end, and no break in the system. It allowed us to show Mpact not as a company talking about sustainability, but as one actively keeping materials, value and resources in circulation.
Mpact plastic packaging and recycling operations shown as an infinity loop to represent a closed-loop circular economy model.
Mpact paper packaging and recycling operations shown as an infinity loop to represent a closed-loop circular economy model.

OUR SOLUTION

We developed a campaign platform that translated a complex ESG and circular economy story into a clear, ownable visual language. The first campaign work used the circular device to make Mpact’s integrated model understandable. The second campaign used infinity-loop executions to dramatise closed-loop economics across paper, corrugated, recycling, plastic containers and material recovery, showing how the group’s businesses work together as one circular system.

CONTENT FOR DIGITAL MEDIA AND LINKEDIN

An iconic, visually simple and arresting for the category, allowed us to stand out in trade and industry media and the looping nature of our campaign made for mesmerising viewing on social and digital media.
Mpact corrugated boxes arranged in an infinity loop to show recycling, material recovery and closed-loop plastic packaging.
Mpact plastic bottles arranged in an infinity loop to show recycling, material recovery and closed-loop plastic packaging.

IMPACT

The campaign helped reframe Mpact from a packaging manufacturer into a credible circular economy business operating at scale. It gave the group a clearer way to communicate its ESG value to investors, customers and internal stakeholders, making visible what had previously been under-recognised: that Mpact was not paying lip service to sustainability. It had already built circular thinking into the business.
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