The Great Reset calls on accidental climate heroes to answer the ‘most important creative brief’ the industry will ever work on

The Great Reset, an initiative created by The Purpose Disruptors, that calls on the creative industry to continue the environmentally positive behaviours that occurred during lockdown, has revealed its ambitious creative brief as well as an impressive volume of media support.

The creative brief has been written by BBH’s Chief Strategy Officer, Will Lion, who stated “this might be the most important brief you ever work on”. The brief asks that the industry creates something to celebrate accidental climate heroes and encourage them to make it a badge of honour.

The brief is accessible to people who have already pledged their support, talent and time to the movement, plus invites any agency or individual who has yet to do so. The Great Reset has also revealed a UK ‘media hamper’, which details the media opportunities secured by Mindshare, to showcase the winning work.

Globally, over 170 individuals and agencies from the industry have signed up to the initiative, including representatives from Iris, Wieden & Kennedy, Lucky Generals, MullenLowe, BBH, M&C Saatchi, McCann, Mindshare, Grey London, Creature, RPM and Elvis.

In Ireland, individuals from THINKHOUSE, Folk Wunderman Thompson, Havas, Behaviours and Attitudes, McCann Dublin, RTÉ and others have already pledged, as more continue to sign up.

An event specifically for the Irish marketing, communications and advertising industry will be hosted by The Great Reset Ireland team, along with The Purpose Disruptors and IAPI on September 10th at 1PM. In advance of this, an industry-wide Great Reset survey will be conducted.

Stay tuned for more details to follow on these.

In an industry first, the creative ideas submitted to The Great Reset (based on the creative brief) will be judged by D&AD New Blood Academy. Over 200 students from the academy will be selecting the best creative work, which will then be showcased across the various media spaces. New Blood creatives will be supported by experienced mentors from the UK’s top agencies.

In the Irish market, IAPI and The Great Reset Ireland team are actively exploring bursary opportunities to award Irish-specific Great Reset work.

Lisa Merrick-Lawless, Co-Founder of The Purpose Disruptors, commented: The Great Reset is an invitation for the industry to use its creativity to reset its role in society. Our research showed that 77% of people (UK) thought it was the responsibility of the advertising industry to encourage people to maintain the positive environmental behaviours we experienced during lockdown. I am interested to see how the research in Ireland will demonstrate how the views differ, or align with, the UK. It’s been really encouraging to work with the Irish marketing leaders who have embraced purposeful action for some time now - and now to see the entire industry coming together to support The Great Reset Ireland. We welcome all of Ireland’s progressive marketers and organisations to join The Great Reset - it’s an open club, anyone with a conscience can join.”

The creative brief and media hamper can be accessed online in this folder. Virtual group briefings began on Wednesday 12th August and will also take place on Monday 17th August via zoom, registration is Here.

The submission deadline for creative work is 31st August, work can be submitted via Winning work will be announced on 14th September. The campaign will be live from 23rd September until the end of October.

The Great Reset Ireland Team

The growing Great Reset Ireland Team includes individuals across various marketing communications and advertising agencies (and bodies) including…

Laura Costello, Senior Strategist, Purpose & Planet, Thinkhouse

Laura Wall, Group Account Director PR, Thinkhouse

Jane McDaid, Founder, Thinkhouse

Eimear Fitzmaurice, Strategy Director, Folk Wunderman Thompson

Colette Henry, Strategic Consultant

Thomas Geoghegan, Strategic Planner

Áine O’Boyle, Strategic Planner, Havas

Luke Reaper, Managing Director, Behaviours & Attitudes

Stephen Conway, MD, McCann Dublin

Jenny Paetzold, Managing Partner, McCann Dublin

Trudi McDonald, Freelance PR

David Coffey, Creative Director, Thinkhouse

David Byrne, Head of Creative, Thinkhouse

Paddy Davis, Co-Founder, Honey+Buzz

Gus Curtis, Communications & Events Coordinator, IAPI

Charley Stoney, CEO, IAPI

The Great Reset is open to everyone. If you would like to sign up to be a part of the team / initiative, please contact

About the Purpose Disruptors

Purpose Disruptors is a network of insiders working together to reshape our industry to tackle climate change. Our mission is to create a visible, large-scale, bottom up movement within the advertising and marketing communications industry that will act in solidarity to meaningfully tackle climate change.

In 2019 a handful of concerned individuals started meeting monthly in a pub in London. This has grown to a network of over 900 actively engaged members at virtual pub nights and events. We ran the first industry Climate Crisis Summits in 2019 which resulted in two key industry initiatives: Create & Strike - led by Iris and #changethebrief - led by Mindshare.

The Great Reset is our latest collaborative initiative created by people from the Purpose Disruptors community and supported by many organisations within the industry, in particular Iris who created the identity, launch film and website, Mindshare who have secured media space, D&AD, our submissions and selection partner and BBH who wrote the creative brief.

Creative Briefing events

The Great Reset - Creative Briefing Events Weds 12th Aug and Mon 17th Aug 1630-1800 The Great Reset - creative briefing events

Link to briefs

In this folder you’ll find the Creative Brief, along with a video talk-through of it with it’s author, Will Lion, CSO of BBH, the Media Hamper which has details of each of the channels you can create against, The Assets which you can use in your creative if you choose, and a FAQ doc to answer any questions you might have around submitting your work.


Instagram: @createthegreatreset.

Twitter: @purposedisrupt

LinkedIn: @purposedisruptors

Campaign hashtag: #createthereset


Purpose Disruptors: Purpose Disrutpors website

The Great Reset: The Great Reset website