Description:

Thankyou is an Australian-based, design-led social enterprise dedicated to reimagining consumerism and redirecting 100% of profits towards ending global poverty. Like many, Thankyou’s retail presence collapsed in 2020, but behind the scenes, via a huge year for hand sanitisers (another covid story), the opportunity was there to regroup, rethink, redesign and reintroduce themselves as ‘Thankyou Reimagined’.
We were tasked to tell the story of what Reimagining Consumerism looked like. Thankyou were not just rebranding, they were rethinking their entire business model, creating new ways to interact with partners and suppliers, make and sell products, and most importantly, after learning some hard truths about the obstacles created by the existing Donor-led system, redefining the way they give back.
To re-introduce Thankyou we took lessons from their history book of stunts, getting engagement not by large advertising investment, but through attention-grabbing actions. After weeks of a social media countdown and hoarding campaign in central Melbourne, the date arrived. A live-cast dinner with 300 stakeholders provided the forum for Thankyou to relaunch as Thankyou: Consumerism Reimagined. The attendees were told to leave their seats and follow Daniel (founder) across the road into ‘The Inside Store’ where the centrepiece ‘Chapter Zero’ manifesto outlined the plan about how we (Thankyou, Thankyou’s partners, and most importantly, the consumer) were going to work together to end global poverty.
This campaign aimed to rewire consumer behaviour from simply participating in transactional exchanges to a more involved and conscious decision-making process. Fuelled by an understanding of social and environmental factors, the goal was to elevate Thankyou's story of impact, illustrating the powerful link between thoughtful consumerism and global change.
The strategic backbone of ‘Consumerism Reimagined’ was to create an immersive brand experience - Thankyou Inside. By integrating digital and physical touchpoints, including social media campaigns, influencer partnerships, a Melbourne CBD pop-up store, and launch dinner event, the strategy was designed to amplify Thankyou's message across diverse platforms. Each element was meticulously aligned, with the core mission inviting consumers to become part of a larger narrative of transforming the way we consume.
In execution, the design centred around the imperfect circle device which was reflected in every visual element, from the Manifesto, the Stunt (the event and the inside store), billboards and merch to the influencer seeding kits and social campaign. The integration of interactive elements in the pop-up store and the digital platforms fostered a sense of community and direct engagement, making every participant an ambassador of change.

The campaign's success in capturing the public imagination and stimulating dialogue around consumer responsibility showcases its profound impact:

61 media features with a collective publication readership of over 754 million readers.
Organic social media: 5,067,419 Impressions & 189,198 Engagements.
They are now stocked in all major Australian retailers with the new packaging helping cut through the sea of amber bottles on shelves and the refill system improving circularity.

Since the redesign, Thankyou have had retailers, distributors and partners around the world reaching out to help bring Thankyou to their countries. Thankyou are set to relaunch into New Zealand and Dubai in a few months and then into multiple countries throughout Asia, with further plans to expand across the USA/EU in the coming years.