upcycle

With a Covid-inspired surge in home deliveries and wasteful packaging over the past year, electronics firm Samsung chose to launch an eco-friendly home renovation project ahead of the United Nations’ World Environment Day.

Released on June 4, the campaign was devised by Edelman, which was instructed to find a way people could rethink how to reuse their packaging waste. The result was a 30-second campaign with Amsterdam-based paper artist AJ Smith, known as Papersmith, who explored the creative reuse of Samsung’s Eco-Packaging.