As the incoming CMO of sustainability startup Zero Co, I developed a 12 - 18 month brand and communications plan to move the company from 'startup to scale up'. As part of this, there was a clear need to increase focus on 'fame' generating moments as we looked for expansion into international markets. I developed an idea called "waste pyramid", to build the world's largest waste pyramid in Egypt ahead of Cop27 using rubbish pulled from the River Nile in an attempt to raise awareness of the global plastic problem. In November 2022, we held one of the largest cleanups of the River Nile in history, pulling in over 1,000,000 million water bottles worth or rubbish, then built the worlds largest waste pyramid in the middle of the harsh Egyptian desert. Over 600 global new stories and millions of dollars in earned media, this is now part of the brands folklore. Small budget (<$50k), massive impact / reach.