Every purchase we make, large or small, says something about us and our values. When it comes to the environment, those choices matter. The Ball Aluminum Cup is a new, infinitely recyclable, more sustainable option for disposable cups and needed to build awareness. The Make A Statement campaign celebrates sustainable choices in a personal way that everyone can relate to—how we write on our disposable cups at a party. This was a social-first campaign where the media was the message—our headlines were written on the cups, themselves, sparking a social movement across Instagram and TikTok. Creators can personalize their own cups to make a statement about sustainability.

 

The tone was fun—they are just cups, after all—which moved the conversation away from preachy language and rooted these cups in the fun moments where they show up. We launched during Earth Day with environmental messaging, then evolved to Summer, Holiday, and Super Bowl statements. We expanded the campaign across three :15 spots, digital banners, media activations, and earned awareness through strategic partnerships. We had a limited budget, but a made a big impact. I loved leading this campaign—I even made an appearance as a hand model. This award-winning campaign was easy to adopt and spread across social media. The team even made their own statements. Since my nickname is Solid Gold Nicole, my post was "Aluminum Is The New Gold."