Canned water brand Liquid Death has launched a new initiative. Themed ‘Loving Homes for Plastic’, it calls out major plastic producers for their careless efforts to reduce plastic waste (even though they are responsible for billions of bottles a year). 

In a new campaign from agency CALLEN, the brand has created a mechanism for everyday people to print mailing labels (for free), and send back single use plastic to these culprits.

Hobby Film director Carl Sundemo directed the campaign. Craig Allen, CCO and founder of CALLEN, comments: “We have a soft spot for Swedish sensibilities. It’s always sincere, likable, and just odd enough to make a video like ours really shine. Carl took this on with unmatched enthusiasm - and his approach to using practical effects in camera made this choice an easy one for us. We think he’s a rising star, and it was an absolute pleasure to collaborate with him here. Hobby Films has a great reputation for figuring out how to make things happen regardless of the budget and their support was super helpful.”