UpCircle launches TV Campaign through Sky’s Footprint Fund
September 12, 2024
Sky Media, the advertising arm of Sky, has announced that UpCircle, the UK-based sustainable skincare brand, is to launch its first TV campaign. This milestone follows UpCircle winning £250,000 of media as part of the 2023 Sky Zero Footprint Fund, a £2 million initiative amplifying brands that are making a positive impact on the planet.
The win has provided UpCircle an opportunity to showcase its innovative approach to beauty, which centres on repurposing by-products from other industries, such as coffee grounds and fruit stones, into skincare products. This approach not only reduces waste but also challenges the conventional beauty industry to rethink its practices.
Sarah Jones, Director of Planning at Sky Media, added: “The Sky Zero Footprint Fund recognises businesses that are actively working to reduce their carbon footprint and inspire others to do the same. UpCircle Beauty’s commitment to sustainability, circular economy principles, and ethical production was a perfect match for the fund’s mission.”
The creative tells the story of two of UpCircle’s best-sellers, made with their most famous upcycled ingredient, coffee. The unique journey of the product is shown entirely in reverse – starting with application to skin, then the process of it being manufactured, then the coffee being collected and finally the cup of coffee being made. UpCircle’s creative was crafted and produced in partnership with Toast and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.
Anna Brightman, Co-Founder at UpCircle, said: “There is no beauty brand doing more than we are, and there are few industries as wasteful as ours. The authenticity and sincerity of this campaign is true to our brand, one thing Sky were big fans of. We wanted to immediately engage with our audience, how do we do that? By using one of our very own customers as our lead talent! We’ve been patiently waiting for the right time to air our ad and at long last that time has come. We are so excited to share it with the world and to see it on screens during peak season. We are very grateful that Sky has recognised us as a changemaker and offered us this opportunity to have an immense positive impact. This means so much to every one of us at UpCircle.”
The campaign will air across Sky Media channels from September 15th, using Sky’s data to target relevant audiences, channels and content to optimise web visits, sign-up and purchases.