Why it’s effective

Creative Offsets is albert’s bespoke scheme to help Film and TV productions offset the emissions they cannot reduce. To reach net-zero as an industry and avoid the worst effects of climate change, we must reduce as much of our greenhouse gas emissions as possible and offset the remainder.

01.

Promotes second-hand style
Islanders are dressed in pre-loved clothing from eBay, sparking conversations about sustainable fashion and shifting expectations around style.

02.

Makes sustainability fun and aspirational
Themed “Pre-Loved Parties” and a shared wardrobe show that re-wearing clothes isn’t just acceptable – it’s stylish and playful.

03.

Creativity and self-expression
Vintage looks and Islanders re-wearing each other’s outfits, the show illustrates how sustainable fashion can inspire creativity and individuality.

04.

On and offscreen action
Beyond clothing, the production uses reusable water bottles, an energy-generating gym bike, and a solar-powered production build, embedding sustainable choices throughout the show.

The impact

Average audience for the launch episode, including 1.2M viewers aged 16–34, making it ITV2’s biggest audience of the year so far
3.0M
7000% Increase in eBay “pre-loved fashion” searches linked to the show
7000%
Year-on-year rise in eBay second-hand listings, showing measurable shifts in audience behaviour
20%
Viewers became more aware of fashion’s environmental impact
3.1M
Reported making more sustainable shopping choices
2.7M
  • The series demonstrates how sustainability messaging can be woven into popular entertainment without dominating the storyline.
  • The partnership with eBay shows how entertainment can influence consumer behaviour at scale.
  • The show’s sustainable production elements – including solar-powered builds and reusable items to reinforce its environmental messaging both on and off screen.