Burger King UK’s Join The Meltdown was a call to arms to end the plastic waste associated with toys given away with kids meals – 1.4 bn a year. Here, Jones Knowles Ritchie’s Head of Motion Daniel Kennington, Creative Director Stephen McDavid, Head of 3D Design Jay Hussain and Design Director Kristie Malivindi share the story of an activation that saved 320 tonnes of plastic from landfill.

The idea was to host a plastic amnesty and then recycle not just Burger King’s but all toys given away by fast food brands into something that could provide joy for children in a more lasting way. The launch film saw a cast of melting characters call upon the public to donate their unwanted toys via instore amnesty bins so they could be recycled and turned into play areas and more.

As soon as Burger King signed off on the idea, production was accelerated, with the entire campaign from instore signage to character design being worked on simultaneously. “To be able to design something that looks so fun and that also does good is incredible and I think it really gave everybody that push,” says Malivindi.

The Meltdown saved 320 tonnes of plastic, delivered 9bn media impressions and prompted the competition to follow suit. It also made recycling feel fun and impactful for BK’s youngest customers.