The campaign was led by Nikki Logan, (Pictured below left) TWI’s Head of Strategic Communications, previously shortlisted in the Women’s Prize Trust Discoveries programme for her novel-in-progress, and Lindsay Palmer, (Pictured below right) TWI’s Head of Creative, whose work includes her award-winning design for Oracle Red Bull Racing’s Formula 1 car livery, seen crossing the finish line first in Las Vegas with multiple World Champion Max Verstappen at the wheel.
Launched on Earth Day 2025, #TenGreenBottles was created to support The Gin Guild’s Sustainability Toolkit, an evidence-led guide designed to unite gin distillers around environmental action. TWI’s brief was to create a memorable campaign that would drive toolkit engagement, support distilleries of all sizes with practical guidance, and frame sustainability as a shared industry responsibility.
The campaign used the familiar Ten Green Bottles nursery rhyme as a metaphor for collective responsibility: ‘if one “green bottle” falls, we all feel the impact’. The launch film opened with the striking fact that the beverage industry accounts for 3.8% of global carbon emissions, then used nostalgia, emotional storytelling and a clear sense of shared stakes to move audiences from awareness to action.
Nikki, who led the narrative concept, said: “The success of a campaign often comes down to the story it tells and whether it makes people care. You need a hook that stops people, stakes that make the issue matter, and a resolution that shows change is possible. The #TenGreenBottles campaign gave us an opportunity for that story structure, and results that are still making a difference today. To see it recognised by the UK Green Business Awards is a proud moment for our agency.”
Lindsay, who created the launch film with professional voiceover and hand-drawn bottle illustrations, alongside a wider suite of social assets, carousels and infographics, said: “The creative played an important role in turning serious environmental messaging into something clear and human-centred, with the hero video making the campaign feel memorable, engaging and easy to share. It’s brilliant to see this campaign recognised on a shortlist that includes some of the UK’s biggest brands. Making an impact is not just about having the biggest budgets.”
The campaign exceeded toolkit download targets by 40%, generated 198,000+ LinkedIn impressions, achieved significant earned trade coverage, and won Best Sustainability Marketing Campaign at the Global Drinks Intel ESG Awards 2025. Winners of the UK Green Business Awards 2026 will be announced in London on Wednesday, 24 June.
