BERA

Intergiro

Kick Game

Yum Bun

Biozeroc

Freetree

On the Edge

Amphico

Veriff

Hotjar

Deadly Dust

Trackinsight

Eat Less Plastic

Forgotten Forests

flyp

SauceLabs

One Green Bean

UserZoom

Pachama

Yango Maps

Hometree

Aruba Conservation Foundation

The Wombles

snooz

Chester Zoo

Wild Thingz

Hanson Cheng

"We're thrilled to be working alongside Cat and her team on the Deadly Dust Campaign to raise awareness on tyre wear, a stealthy source of microplastic pollution.

"Tackling the complex problem of tyre wear requires bringing people across disciplines and industries, working together to truly make an impact. We're really excited to see How&How tackling it in such an innovative way."

Developed at Imperial College and the Royal College of Art, the Tyre Collective have designed a product which uses electrostatics to capture tyre wear in action. 

The device is positioned close to where the tyre touches the road, taking advantage of various air flows around a spinning wheel. Captured particulates are gathered in a removable storage unit. Once collected, these fragments are processed and can be reused, creating a closed-loop system. Particles under 50 microns are small enough to be reused in new tyre production; while other applications include 3D printing, soundproofing, and inks and dyes. 

Campaign Identity
Design
Animation
Copywriting

With special thanks to the brilliant Tyre Collective team—Hanson, Hugo, Siobhan and Deepak. Your work and innovation continue to inspire us every day.

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Featured:
It's Nice That
Design Week
Creative Boom
Mindsparkle Magazine
The Brand Identity
Visuelle
Contemporary Type
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Strategist & Copywriter: Cat How
Designer & Animator: Chris Beck
Creative Director: Cat How

Few know that car tyres are unseen mega polluters. They're a stealthy source of microplastics in our environment, which emit powdery particles as they’re worn down on roads. Car tyre dust is now a major source of microplastic waste in our oceans, with one study putting it at 28%.

Deadly Dust had to have an ethereal quality: one of gentle, delicate horror. "Pop gothic" colour gradients, fine keylines and dusty textures were woven into chapters describing a journey. But not of a car on the open road: rather what happens to its wheels after it has stopped.

Car tyre particles have been found on each of the four corners of the earth—so we designed a graphic device based on a globe, whose latitudinal and longitudinal lines rotate to form four wheels. We wanted to show that what goes round, gets around too...

From a campaign perspective, the project was problematical as it had multiple messages, dense statistical data and (until recently) no obvious call-to-action. Awareness of car tyre pollution is low, and currently there is no alternative for tyres. In fact some of the worst offenders are electric cars whose extra weight means tyre wear is high. We knew we couldn’t simply ask people not to use their cars, and even less so their electric ones. 

But now there is a solution. How & How have partnered with The Tyre Collective (winners of the UK National James Dyson Award 2020) to raise awareness for their new electrostatic product. This is not the end of the road.

Featured in:
It's Nice That
Design Week
Creative Boom
Mindsparkle Magazine
The Brand Identity
Visuelle
Contemporary Type

Sources:
Tyres: The Unseen Plastic Polluter
Tyre Pollution Statistics
Car Tyres Major Source of Ocean Microplastics
Microplastics in Every Crevice on Earth

But now there is a solution. Just as they were emerging from University we partnered with The Tyre Collective on a campaign to raise awareness for their new electrostatic product. We wanted to let the world know that tyre pollution is not the end of the road.

We called our campaign Deadly Dust. We knew it had to have an ethereal quality: one of gentle, delicate horror. "Pop gothic" colour gradients, fine keylines and dusty textures were woven into chapters describing a journey. But not of a car on the open road: rather what happens to its wheels after it has stopped.

From a campaign perspective, the project was problematical as it had multiple messages, dense statistical data and (until now) no obvious call-to-action. Awareness of car tyre pollution is low, and currently there is no alternative for tyres. In fact some of the worst offenders are electric cars whose extra weight means tyre wear is high. We knew we couldn’t simply ask people not to use their cars, and even less so their electric ones. Instead we focussed on the narrative arc, and on visually communicating the problem and subsequent solution.

Our campaign was enthusiastically taken up by the press, and spread virally across social media over several weeks. The Tyre Collective went on to win the UK National James Dyson Award 2020; Terra Carta Award; Forbes 30U30 in Manufacturing & Industry; Mayor’s Entrepreneurship Competition Environment Award; Fast Company’s Innovation by Design Award and Imperial Venture Catalyst Challenge Moonshot's Prize. While we can't claim our work directly led to this suite of incredible awards, there's evidence it added real thrust to their visibility and profile. 

An agency campaign together with The Tyre Collective to raise awareness on car tyre microplastic pollution.

Campaign Identity & Copywriting for The Tyre Collective

Raising awareness on car tyre microplastic pollution

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Deadly Dust

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