At the 2024 Cannes Lions, Jack Morton, Adweek’s 2023 Experiential Marketing Agency of the Year, showcased their talent for creating captivating brand experiences. As the event concluded, the agency collaborated with Event Cycle to repurpose the leftover materials, ensuring sustainability and social impact remained at the forefront of their mission.
The donated items included large-format silicone edge graphics and black-backed stretch materials, previously used to create striking displays at the event. These materials, which could have easily ended up as waste, were instead given a second life through the creative efforts of Little Ark, a community-focused initiative in South London.
About Little Ark
Little Ark, established by Syebvonne Nguyen, operates as a community interest group in Merton, South London. Their mission revolves around “Little Acts of Random Kindness” (A.R.K), aimed at uplifting the local community through practical and heartfelt projects.
At its core, Little Ark prioritises environmental sustainability, reimagining materials that would otherwise be discarded into useful, impactful creations. Their team includes individuals who face barriers to full-time employment, providing them with flexible, well-paying work opportunities while supporting community needs.
Both types of material were transformed into a total of 25 draught excluders, designed to help families conserve energy and stay warm during the winter months. The production process not only extended the lifecycle of the materials but also created meaningful work for Little Ark’s team, reinforcing their commitment to both community and sustainability.
The Impact
The draught excluders were distributed during Merton’s Christmas lights switch-on event, where Little Ark also towed Santa’s sleigh to Mitcham town centre. These simple yet effective items will directly benefit local residents, helping to reduce energy costs and create warmer, more comfortable homes—an especially valuable resource for families in need just when it's about to get a lot colder.
Why It Matters
This collaboration between Jack Morton, Event Cycle, and Little Ark is a great example of the circular economy in action. By turning event materials into practical community resources, it highlights how sustainability and social impact can go hand in hand, from global stages like Cannes Lions to the heart of South London communities.
From crafting powerful brand experiences to creating tangible, positive change, this initiative exemplifies Jack Morton's ethos: to not just imagine what’s possible but to deliver extraordinary outcomes that resonate far beyond the event itself.
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