Cards of Hope shortlisted at the Campaign Ad Net Zero Awards 2026

Shortlisted, Campaign Ad Net Zero Awards 2026, Marketing and Sustainability Collaboration (Innovation section)

The story

Campaign published the shortlist on 29 September 2026 and lists the entry as "Almost Impossible Agency for Mashreq". Results are due on 5 November.

Mashreq was moving its debit and credit cards from virgin plastic to 100% recycled plastic, and asked for a complete redesign with an environmental theme. A payment card holds roughly 5 grams of plastic, so we argued that "eco-friendly plastic" alone was rarely enough to change behaviour or build pride.

We proposed that every card become a gateway to protecting the UAE's biodiversity. The portfolio is illustrated with over 20 endangered plants and animals, printed on 100% recycled ocean-bound PVC and delivered in a 100% FSC-certified welcome pack. An augmented reality layer lets cardholders scan a card for a 3D species model and a direct link to Notice Nature, the citizen science programme run with Emirates Nature-WWF.

The Cards of Hope case study reports 11M+ customers reached and 11K+ cardholders signed up for Notice Nature.

Why it matters

Scanning the card in augmented reality takes cardholders to Notice Nature, a citizen science programme, so the recycled card also gives them a way to take part in conservation.