Backstory

Litterati takes a data-driven approach to cleaning the world’s litter. Users simply take a photo of a piece of litter, upload it to the Litterati app, tag it, and dispose of it. The company wants to start a movement that doubles their current amount of data.

 

Inspiration

While researching existing environmental movements, one appeared in a very unlikely place — sports stadiums. This is due in part to sports fans rooting for more eco-friendly practices.

 

Target Audience

Major league sports fans in the United States. They are the type of audience Litterati wants to attract: they’re data-driven, highly devoted, and number in the millions. Sports fans are also community-oriented with an immense sense of pride.

 

Central Theme

Sports fans’ pride extends beyond their team; sports are also a way for them to show love for their city. They are more than sports fans — they’re civic champions.

 

Synopsis

Litterati encourages sports fans to be champions in their city by leveraging game day as an event to collect litter.

 

Production

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Stage 1: Introducing Litterati via banner ads on sports websites and by reaching out to sports-related influencers.

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Stage 2: Getting Hyped by getting the audience to download the redesigned Litterati app and creating a profile.

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Stage 3: Game Day! This is the highlight. Users are encouraged to collect litter in competition with other teams’ fans.

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Stage 4: Creating Rituals by encouraging involvement beyond game day and honouring star users.

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Brand Partnership Opportunity: The Green Sports Alliance, which ‘leverages the cultural and market influence of sports to promote healthy, sustainable communities where we live and play’.

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Credits

Art Director: Gabriela Cappellin

Copywriter: Titania Tran

Strategist: Erin A. Johnson