After years of working on climate change campaigns, it seemed that much of the world had accepted the reality of climate change and the importance of individual actions. Yet, recent trends revealed a need to revisit the basics, reminding people how seemingly small acts—like using a hand dryer—can have significant environmental consequences. The challenge was to communicate this in a way that would reach a broad and diverse audience.

With my team, I created the Wipe It! campaign video, designed specifically for cinema audiences. The video used a unique and intricate paper-cut technique combined with animation to visually connect the dots between a bathroom hand dryer and the carbon footprint of coal mining. Each scene was meticulously crafted to make the invisible chain of energy consumption tangible and relatable.

The result was a thought-provoking, engaging video paired with a short, catchy narration. By leveraging the immersive environment of movie theaters—where audiences can’t simply skip or tune out—the campaign effectively inspired viewers to reconsider their energy choices. The video was made available free of charge for cinemas, with an option for customized versions featuring individual logos or names, ensuring greater reach and adaptability.

Project lead / Concept: Gyula Gabor Toth, Design: Natália Varga, Typo: Enikő Simonyi, Videographer : Dénes Fellegi, Narrator: Péter Ács, Research: Sarah Czunyi