zero waste is sexyThe campaign

Let’s make the Zero Waste movement global! Our first campaign has for goal to promote in a positive and sexy way the reusable products we use daily to save our planet.

The idea? Everyday during one week, one picture showing one reusable product.
Launch of the campaign: Monday 20th August.

The campaign

Silicon food bag hong kong, with Kam Wai (Zero Waste Is Sexy, the campaign)


With this campaign, I wanted to focus on creating a new image for the zero waste lifestyle. Because the sustainable products are often portrayed under a moralising tone reminding us of the imperative to reduce our wastes, they are not always appealing.

This unique campaign was thought of in order break out from this usual frame. Indeed, I want to show everyone that you can care for the planet while having fun and enjoying the summer. This is the reason why these pictures show the zero waste products in a positive atmosphere. They are going mark people’s minds with a charming and pleasant impression in order to attract more people who were previously not particularly involved in this waste reduction movement to start engaging in a zero waste lifestyle.

Founder of NO!W No Waste

Fanny MORITZ, founder of NO!W No Waste
Olivier Yoan, photographer


I’ve accepted this project as sustainability and environmental protection is something that touches every living being and we are interconnected. It also seems to me that people who care about the environment are always portrayed as boring and annoying people, but it think it’s not true. I think that protecting the planet is cool and sexy and it’s time to change the way we see it.

It’s something that is close to my heart because travelling the world I got sick of seeing trash everywhere and I think it’s time to seriously change our habits. I feel empathy for other living beings and the way forward is the conscious way.

Olivier Yoan

They talked about it


Chris Peterson
Anthony Brusq
Jeremy Louis
Pascal Brito
Kam-Wai Suen

Olivier Yoan

Zero Waste Is Sexy, campaign Hong Kong, backstage

Help us to spread the word!

Feeling concern about the cause we defend? Want to share or write about our campaign but need more information? Just ask us: info[@]

Follow our campaign! #wastefreeandsexy