Changing the world doesn’t require perfection. It requires the ability to rethink, reinvent, fail and try again. To help lifestyle audio brand Urbanears introduce their bold, new sustainability aim to become circular and climate neutral by 2030, we created the concept In the making to manifest this mindset. The integrated campaign employed music and fashion profiles, as well as Urbanears employees, to show how we can pave the way for more sustainable practices – one recycled plastic earbud at the time. We also transformed the sustainability strategy into a digital sustainability hub with informative, snackable and entertaining content and interviews.