# Strong-Man Sustainability Campaign Launches Hefty Built a National Campaign Around Martins Licis By Daniel Johnson | Published 2020-03-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sustainability-campaign References: [mobilemarketer](https://www.mobilemarketer.com/news/hefty-taps-worlds-strongest-man-for-1st-sustainability-focused-campaign/573392/) & [hefty](https://www.hefty.com/) Hefty used the Periscope ad agency to create a sustainability campaign featuring Martins Licis, the world's strongest man. The campaign also has 15 and 16-second clips for [YouTube](https://www.trendhunter.com/trends/the-hacksmith), that feature links to the full ads. The ad was also adapted for the Snapchat platform to make it look like the Martins Licis cracked the viewer's device screen. The main focus of the sustainability campaign features the strong man pulling a plane using a harness. While the plane is being moved, the ad states that Hefty was instrumental in recycling 300 tons of plastic materials. The add may connect with eco-conscious consumers because it speaks to direct actions the company has taken to promote sustainability. Additionally, the ad uses a strong man to convey this information in a humorous way. Image Credit: Courtesy of Periscope ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 8% | Activity: 11% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Sustainability Campaigns Featuring Influencers:** Opportunity to leverage the popularity and influence of well-known personalities to promote sustainable practices and products. - **Short Ad Clips with Engaging Ctas:** Opportunity to create shorter video clips with compelling calls-to-action that direct viewers to the full ads. - **Personalized Advertisements on Social Media Platforms:** Opportunity to tailor ads to specific platforms, such as Snapchat, to create a more interactive and immersive advertising experience. ### Industries Being Reshaped - **Advertising and Marketing:** Opportunity for agencies to create innovative sustainability campaigns that resonate with eco-conscious consumers. - **Plastic Recycling:** Opportunity for plastic recycling companies to collaborate with brands and leverage their efforts in sustainability campaigns. - **Social Media and Technology:** Opportunity for social media platforms and technology companies to develop personalized ad formats that enhance user engagement. ## Related on Trend Hunter - [Stress-Reducing Garbage Initiatives](https://www.trendhunter.com/trends/trash-time-out-campaign.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Bold Athlete-Centric Campaigns](https://www.trendhunter.com/trends/made-for-athletes.md) - [Low-Waste Cleaning Campaigns](https://www.trendhunter.com/trends/cult-of-clean.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Ultra-Heavy Billboard Activations](https://www.trendhunter.com/trends/worlds-heaviest-billboard.md) - [Sustainable Music Festival Campaigns](https://www.trendhunter.com/trends/no-tent-left-behind.md)