Sustainable upcycling company Green Doors’ founder, Joseph Holman, has been transformed into a superhero dubbed ‘The Door Doctor’ – a cartoon character who fights waste in a brand-new TV campaign launching this autumn in partnership with Sky.
Founded by Holman in Luton in 2014, Green Doors rescues second-hand and surplus doors and windows, giving them a new lease of life. The idea was sparked when Holman, then working as a plumber, found a set of second-hand doors in a skip. After sprucing them up and selling them on eBay, he realised there was demand for reclaimed, sustainable doors.
Since then, Green Doors has resold thousands of items, helping customers save money and keeping tons of materials out of landfill.
Earlier this year, the company won £20,000 in TV advertising from Sky Media’s Local Heroes initiative powered by AdSmart. Working with creative agency The JMS Group, Green Doors developed a campaign centred around ‘The Door Doctor’ – a comic-book style character inspired by Holman and his team’s real-life mission to tackle waste in the industry.
The campaign will run for five weeks this autumn, reaching more than 150,000 households through Sky’s AdSmart platform. Using audience profiling and regional targeting, Green Doors will connect directly with households who care about sustainability and saving money.
Joseph Holman, founder and CEO of Green Doors, said: “We’ve been calling the guys at our warehouse door doctors for quite some time. So it made sense that our superhero would be ‘The Door Doctor’. I’ve always loved superheroes but never thought I would actually be one.”
Holman added: “We are fighting the evil practices in an industry where perfectly good items are just dumped into skips and then end up as harmful waste in landfill. It’s so important for people to realise that there are alternatives to buying new doors and windows. It’s good for the planet and the pocket to have a green door instead. We’ve never been on TV before, so it is awesome that Sky is backing our campaign to transform the industry.”
