Photo Dump is a tongue-in-cheek campaign created to raise awareness about the growing issue of digital waste, particularly the buildup of unnecessary photos, videos, and files stored in the cloud. Targeting Gen Z, a generation that documents and stores much of their lives digitally, the campaign reframes digital clutter as a waste problem, one that's invisible but impactful.
The concept takes a literal, playful approach to the idea of a “photo dump,” featuring a bold, pixelated illustration of a toilet as its central graphic. Paired with punchy copy like “Unclog Your Cloud”, “Dump Them” and “Ditch the Duplicates”, the campaign uses humour and visual metaphor to cut through digital noise and get the message across quickly.
The typography is bold, blocky and direct, reflecting the no-nonsense tone of the message, while the electric colour palette captures Gen Z’s attention and reflects the digital-native world they live in. The playful, almost chaotic aesthetic leans into meme culture and visual irony to make the campaign both relatable and shareable.
