From this challenge, Shaved Monkey distilled a new focal point for Incovo’s future: how do we make people ascribe a new value to their waste? How do we do this in a positive and enthusing manner? Our answer: Mission Gold. Because in tomorrow’s world, waste is a raw material, just like gold. Something to cherish. Something that is precious to us.

Mission Gold is a story that paints a picture of the future, that ascribes a new value to waste, that is a collective positive challenge and opens up a complete array of possible activations for the message. We defined three very specific pillars upon which this story is constructed. We elaborated on the story and these pillars in a vision document, a strategic communication plan with specific advice in terms of tone of voice, communication channels and target groups and possible short and long-term activations towards all internal and external stakeholders. 

We created a short animated movie that translated the new story into a first tangible shape and a new graphic, cheerful style that can speak to Incovo’s very diverse range of target groups.

We ended our exercise by creating a compass, a manual and presentation to enable Incovo to further carry out their new mission independently into the future.