toby petersen Creative


Branding, content creation

When I began working with ECD Ronny Northrop, he had come with an idea for an initiative on changing the behaviour around the littering of cigarette butts. The idea was called WTButt. It was simple yet evocative. Cigarette butts are the most littered object on earth, maybe if we use social media to remind people how absurd flicking cigarette butts are, we can slowly change their behaviour. 

I started by designing the identity for the initiative which went through many iterations before landing on the final.

design evolution

final logo

We then created stencils for video content. Using non toxic, water soluble paint, we placed stencils over littered cigarette butts and created short form video pieces with unique end cards I designed and animated.

We then pushed out content over facebook and used the idea for content creation on instagram.


Finally, in partnership with Surfrider, we invented the smart ashtray™. This ingenious little device spits out a handy breath mint for those that discard their cigarette butt's in a responsible manner. I created the schematics and CAD designs for the product and am currently the patent holder on the device. 

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