This campaign concept was intentioned to reintroduce Xummiemu, a well-known Maltese environmental mascot from the 90s, by updating it for a modern audience. The idea was to create a dynamic and engaging cleanliness campaign for Malta, using short, animated videos in a style similar to Rick and Morty to connect with today's social media users.

The concept also included educational materials like activity books and magazines for children, as well as street marketing strategies such as bus stop posters. I had the opportunity to present this concept to ERA and the Ministry of the Environment, where it generated significant interest. However, an updated Xummiemu campaign was already in development and set to launch, so this version was not implemented.