Sustainable Stays by VRBO
The Problem: Household waste increases by 23% in December as the holiday season leads to a surge in consumption, waste, energy use, and carbon emissions. Millennials, the largest consumer group during the holidays, play a pivotal role in driving this trend.
The Solution: VRBO’s “Sustainable Stays” tackles the high consumption of Americans in December by offering incentives for sustainable choices.
The Insight: 90% of Americans wish the holidays were less materialistic. Instead of gifting items, create memories that outlast things
Sustainable Stays:
Unwrap Moments
This mock campaign was designed with sustainability at its core, aiming to inspire young families to shift their focus away from consumerism during the holiday season. The team developed the Unwrap Moments campaign, which taps into the nostalgic memories of parents' childhoods—before the internet revolutionized shopping with instant access to products arriving at your doorstep in days or even hours. By conjuring this sense of nostalgia, the campaign encourages families to prioritize creating lasting memories over buying material goods, creating a mindset that values experiences over consumption.
Unwrap Moments Mock ups
Credits:
Creative Work: Maren Fullerton, Josie Weisert, Charlie Kohn
Research: Josette Weisert, Maren Fullerton
Copy: Josette Weisert
Videography: Maren Fullerton
Graphic Design: Charlie Kohn
Media Plan: Charlie Kohn
Work Created for the University of Oregon School of Journalism
and Communication.