The Beverage Carton Recycling Association and the Ruf Lanz AG agency have launched a nationwide image campaign that presents recycling as a stylish lifestyle statement. At the centre of the campaign are posters that present collection bags for drinks cartons and plastics as trendy it-bags.
With the new It-Bag campaign, the Beverage Carton Recycling Association wants to show that sustainability can also be fashionable. Models pose on large-scale posters and digital panels with the colourful recycled bags, which are presented as a must-have for a responsible lifestyle. The message: „Recycling drinks cartons is the trend! Get your it-bag now.“
The campaign is a response to the low collection rate in Switzerland to date: only around ten per cent of drinks cartons are currently recycled, although the material is highly recyclable according to the association. The campaign aims to raise public awareness of the collection and recycling options.
Recycling with „style and attitude“
The first phase of the campaign is running in densely populated cities in German-speaking and French-speaking Switzerland. In addition to traditional outdoor advertising media, social media videos, YouTube adverts and interactive adverts are also being used. According to the organisation, the aim is to appeal to younger target groups in particular and convey recycling without moralising.
The campaign was produced by the Zurich agency Ruf Lanz AG in collaboration with cptr and ZipMedia AG. Photographer Chris Tribelhorn was responsible for the visual style.
Switzerland with pent-up demand for beverage cartons
While Switzerland is one of the leaders in Europe in terms of the general recycling rate, there is a backlog in beverage carton recycling. According to the association, collecting this packaging makes a significant contribution to the circular economy and resource conservation. The campaign is therefore not only intended to provide information, but also to actively encourage participation.
Source: Swiss Beverage Carton Recycling Association
