Sustainable Aviation Fuel (SAF): “A clean, low-carbon substitute for fossil jet fuels derived from waste feedstocks.”

United Airlines knew that SAF was (and is!) hugely important to the future of sustainable aviation, and to aviation’s impact on the planet by reducing greenhouse gas emissions. And it turns out… “waste feedstocks” in human speak is GARBAGE.

So… that gave us an idea. What if we hired the pre-eminent expert on trash to help EVERYONE see it’s true potential?

Introducing United’s first-ever Chief Trash Officer: Oscar the Grouch.

The campaign has picked up numerous awards in shows and categories that recognize work that makes a real impact for the good of the planet. And that’s a good feeling.

And here’s the full-length films, which ran on a United seatback screen near you.

Some delightful prop details from set. We really wrote a whole newspaper called The Com-Post.

PART 2:

Agency Creative Credits 72LA:
Creative Directors: Tim Howman, myself
Art Director: Tessa Memmott
Writer: Emily Rhodes
ECD: Lauren Smith
CCO: Matt Murphy

Anthem Awards - Gold Community Voice 2024
Anthem Awards - Gold Sustainability, Environment & Climate Best Strategy 2024
Anthem Awards - Silver Sustainability, Environment & Climate Corporate Social Responsibility Awareness 2024
Anthem Awards - Silver Sustainability, Environment & Climate Partnership or Collaboration Awareness 2024
Anthem Awards - Silver Sustainability, Environment & Climate Campaign - Brand Awareness 2024
The Drum Awards - Winner Creativity for Good 2023
Campaign BIG Awards - Winner Travel & Hospitality 2023
Cresta Award - Social Impact Finalist 2023
Act Responsible CARE Award - Finalist (Only representative from the U.S.! ) 2023
Gerety Awards - Finalist 2023