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The TOM FORD Plastic Innovation Accelerator

Lonely Whale
The TOM FORD Plastic Innovation Accelerator by Lonely Whale

credits

Title
  • The TOM FORD Plastic Innovation Accelerator
Entrant
  • Lonely Whale

About This Project

Summary

Nearly half of the 11 million tonnes of new plastic waste entering the ocean annually is thin-film (Systemiq & Pew Charitable Trusts). Without scalable alternatives, companies are unable to transition from fossil fuel-derived films that protect goods. Lonely Whale teamed up with TOM FORD BEAUTY and The Estée Lauder Companies to launch the TOM FORD Plastic Innovation Accelerator to advance market adoption and raise awareness of vetted, biologically degradable alternatives to traditional films.

Goals & Objectives

In March 2023, 3 innovators were awarded access to the Accelerator program - designed to advance adoption of their novel, seaweed-derived materials. Through Lonely Whale’s Early Adopter coalition of 19 brands, the Accelerator aimed to raise awareness of alternatives and help displace thin-film.

Results & Impact

The Accelerator sparked awareness (2.8B+ impressions, 1M+ social views) and adoption. Impact highlights: 3 consumer-facing pilots (Noah, Florence, Le Club), 4 supply chain trials (J.Crew, Burton, MillerKnoll, Dell), 1 value chain trial (Stella McCartney), a distribution partnership (Imperial Dade).

the team

Emy Kane
  • Managing Director
  • Lonely Whale
Lucy Sumner
  • Founder
  • Lonely Whale
Tim Silman
  • Program Director
  • Lonely Whale
Elle Shaps
  • Special Projects Director
  • Lonely Whale
John Studer
  • Finance Director
  • Lonely Whale
Sarah Douglis
  • Strategic Advisor
  • Lonely Whale
Kate Greenberg
  • Integrated Producer
  • Lonely Whale
Maya Siegal
  • Social Strategist
  • Lonely Whale
Sara Creighton
  • Account Director
  • Dittoe Public Relations
Jon Marsh
  • Web Design
  • J—M
Steve Combes
  • Lead Web Developer
  • Station WP
Lia Mattacchione
  • Lead Web Developer
  • Station WP
Ryan Arambula
  • Design Director
  • R-A Design
Ly Heisig
  • Design Director
  • Studio Work
Monica O’Hara
  • Digital Director
  • CS Global
Katherine Holmes
  • Vice President, Integrated Global Communications
  • The Estée Lauder Companies
Katherine Holmes
  • Vice President, Integrated Global Communications
  • TOM FORD BEAUTY
Marina Chistopher
  • Director, Global Communications and Experiential
  • TOM FORD BEAUTY
Mollie Michelson
  • Interim Director Global Communications & Events (June 2023-January 2024)
  • TOM FORD BEAUTY
Ken Laverdure
  • Fellow, Sustainability And Material Science
  • The Estée Lauder Companies
Phillip Sarofim
  • Founder & Managing Partner
  • Trousdale Ventures, LLC
Julia Marsh
  • CEO & Co-Founder
  • Sway
Matt Mayes
  • COO & Co-Founder
  • Sway
Neha Jain
  • CEO & Founder
  • Zerocircle
Pierre Paslier
  • Co-Founder & Co-CEO
  • Notpla
Rodrigo García González
  • Co-Founder & Co-CEO
  • Notpla