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 Great Reset / Ireland
The Great Reset / Ireland

In Ireland, individuals from THINKHOUSE, Folk Wunderman Thompson, Havas, Behaviour & Attitudes (B&A), McCann Dublin, RTÉ and others have already pledged, as more continue to sign up.

Pledge your support to The Great Reset movement here.

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.

The (Growing) Great Reset Ireland Team
The (Growing) 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, Behaviour & Attitudes (B&A)
  • 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 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 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.

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

Useful info
Useful info

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