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The challenge:
When your sustainability story is this good, how do you make sure everyone knows? Most companies talk a good sustainability game, but few take it as far as award winning flooring and surfaces manufacturer, Tarkett. With ReStart, a flooring take-back scheme and a proven circularity track record, they didn’t need to talk up pledges, their comms could point to proof.

The shift:
In Tarkett’s hands, ‘rubbish is beautiful’. It became the foundation of a standout campaign that positioned Tarkett as bold, confident and highly active in a space oversaturated with greenwash.

Visiting Tarkett’s factory and experiencing the ReStart process in action gave us a deeper understanding of the story we needed to tell. It was clear that beauty was everywhere… our job was to capture it.

Reportage photography documented each stage of how a reclaimed product is processed – revealing elegant patterns, chaotic textures and flowing forms. This honest eye on their business shaped our approach to writing. Mirroring this direct tone allowed for sharper messaging that felt instructive yet still allowed for Tarkett’s no-nonsence voice to shine.

The campaign gave Tarkett an ownable and authentic way to share their passion for sustainability and have new conversations with their audiences about innovation.