Football games don’t last forever, and your burger packaging shouldn't either. Top level games can produce 7 tonnes of waste, mostly from food and beverage packaging. To combat this issue and spread the message of sustainability, Dark Horses went to Wembley for the Euros final and erected a pop-up tattoo parlor for Just Eat, the catch being the tattoos are temporary.
The ‘good while it lasted’ packaging, provided by Nopla, was used at concession stands during Sunday’s UEFA Women’s Euros final. Just like the tattoos, Just Eat’s biodegradable packaging doesn't hang around, being able to breakdown within 4-6 weeks as it’s lined with seaweed instead of plastic.
Early on Sunday, footballer Katie Zelem, Manchester United captain, teased fans on social media by showing off her fresh new temporary tats, designed by sustainable tattoo artist Dannii Forder. Katie offered a lucky follower a chance to come down to the parlor and win tickets to the final for them and a friend…they just had to be first in line. The race began, and soon swarms of fans queued up to get their very own Just Eat temporary tattoo.
Fans were able to choose from 6 designs ranging from a footballer kicking a scrunched up ball of paper into a bin labeled ‘top bins’, chips within a heart surrounded by footballers with the caption ‘chip the keeper’ to a football shirt stating ‘don’t be a plastic fan.’ The tattoos left a temporary mark on fans, showing their love and dedication to the game. But just like the Just Eat packaging, they don’t last forever, fading after a week.
Marijn Vredendaal-Luchtman, Global Head of Sponsorships at Just Eat Takeaway.com, said: “Fans are obsessed with football legacy and the idea of making history last forever, we wanted to turn this on its head in an entertaining form. Not everything in football should last forever…especially food packaging, ‘It’s good while it lasted’ is a step in the right direction to a cleaner planet and environment. We wanted to connect with football fans whilst spreading this message, the temporary tattoos was a perfect way to tap into fan passions whilst solving the problem and spreading awareness of sustainable waste disposal.”
Steve Howell, Executive Creative Director at Dark Horses, said: “It’s crazy how much waste is produced at top flight matches. To show there are ways we can be much more sustainable, we wanted an idea that would really resonate with the predominantly family audience we knew would be attending the final.
Today, there will be thousands of kids waking up this morning with a little temporary souvenir from their trip to Wembley. And while our Just Eat tattoos will fade, the memories of the tournament and England lifting the trophy will stay with those kids for a lifetime.”
