Smiley’s long-term sustainability programme, Future Positive, needed a creative platform to bring its mission to life — all built around a simple but powerful idea: waste less, do more with what we already have.
We designed around the concept of grounded optimism, using the spare material surrounding the iconic Smiley as a framing device for change. From product to packaging, the message landed — with every partner now running at least one sustainable initiative, and over half of all Smiley products made sustainably.
