Sustainability with a side of smug

The Brief in Brief

Hubbub came to us with a clear objective, how do you make bringing a reusable cup feel like an unmissable win? Hubbub wanted to inspire 25–34-year-olds to make reusables a daily habit. To move beyond environmental messaging and create a rewarding experience that made people want to remember their cup. The activation needed to be fun, highly shareable, and durable enough to tour four UK cities.

What We Did

We designed an eye-catching, immersive installation packed with interactive elements, from a ‘Smug-o-Meter’ that measured just how good you felt about using a reusable, to a ‘S-mug Shot’ photobooth where visitors could pose with their favourite cup. Free coffee was served in anything but a disposable—think mugs, bowls, even wellies—turning sustainability into a spectacle. Every detail, from the materials used to the end-of-life plan, was designed with circularity in mind.

Why It Worked

We made sustainability feel like an instant win, reinforcing positive behaviour in a way that was rewarding, social, and fun. Visitors left with a pep in their step (and coffee in their cup), eager to share their experience and, crucially, keep the habit going.