Two people shake hands outdoors on a city street, with a Kiehl's advertisement overlay that reads "Don't Rebuy Just Refill".

KIEHL’S GLOBAL SOCIAL CAMPAIGN

The ultimate goal of circularity is to eliminate waste and spearhead the refill movement by inspiring changes in our habits. Kiehl’s Since 1851 encourages everyone to opt for refillable solutions through its global campaign “Don’t Rebuy, Just Refill,” which engages consumers with a variety of sustainability initiatives.

For our social media campaign, we are highlighting the #1 top-selling moisturizer, Ultra Facial Cream. We’ve crafted three engaging stories that humorously illustrate just how easy it is to refill this product, even in “extreme” situations,  in New York City.

REFILL AGAINST LANDFILL / DON’T REBUY JUST REFILL

CREDITS
Role: Senior Social Media Art Director (Concept / Storyboard / Post Production)
Production Co: VX Media

Digital billboard in a subway station with repeating hashtag '#DontRebuyJustRefill'.

1  SUBWAY

Comic strip showing a person at a skateboard park, an eye examination, a person with anxiety, a person climbing a rope, a person reaching for a jar of Kid's peanut butter, a person eating Kid's peanut butter, and a jar of Kid's peanut butter on a pedestal.
YouTube logo with a red rounded rectangle and a white play button in the center.
Instagram post from Kiehl's advertising Ultra Facial Cream to reduce plastic waste by refilling a 50ml jar three times, with hashtags #Kiehls and #DontRebuyJustRefill.
Concrete floor with the hashtag '#DontRebuyJustRefill' spray-painted in white, green and yellow spray marks, and a skateboard with a black deck and tan wheels lying on the floor.

2  SKATE PARK

Illustration of a person skating, hand sanitizer, a skateboard, a boy skating, a container of Kleenex tissues, a person skateboarding, a handheld fan, a person performing a handstand, a person shopping, a person holding a cup of ice cream, and a container of ice cream.
YouTube logo with a red rounded rectangle and a white play button in the center.
Instagram post from kiehls promoting Ultra Facial Cream with an offer to reduce plastic by refilling a 50ml jar three times.
A yellow taxi cab with a digital sign on top displaying the hashtag #DontRebuyJustRefill against the backdrop of a city street with tall buildings and the Empire State Building in the distance.

3  NYC CAB

Comic strip illustrating a woman shopping at a store, receiving a message from her boss, carrying a jar of Kirk's, walking past a traffic light, and then inside her home unpacking multiple products from Kirk's
YouTube logo with a red rounded rectangle and a white play button in the center.
Instagram post by Kiehls promoting Ultra Facial Cream refill, reducing plastic by 61% by refilling the 50ml jar three times, with hashtags #Kiehls and #DontRebuyJustRefill.