Approximately 26 million revellers who took the streets in 2020 produced 324 metric tons of waste and recyclable material. Of this amount, 127 tons of plastic were transformed into 2,000 trash cans that are being installed in Brazil.

Objectives:

To reinforce Ambev 's sustainability concept, they came up with the idea of using waste collected during Carnival to produce a whole campaign with recycled materials.

The script follows a relationship between a recyclable material picker and a plastic bottle thrown on the ground during a Carnival block party. The plot and title of the film are an invitation to rethink the way we deal with waste, showing its importance not only for collectors. To turn this message into reality, all the material used in the short film will also be turned into a trash can.

This project was born in 2020 when the garbage from the carnival in the main metropolises of the country is collected. At that moment, the Ambev company coordinates the recycling of 127 tons of plastic to be transformed into 2000 garbage dumps. it is a project that includes a huge ecosystem, involving street scavengers, recycling companies, partners and consumers.

Implementation:

This campaign was rolled out focused on collecting garbage left by people participating in the biggest block parties in Sao Paulo, Rio de Janeiro, Belo Horizonte, Salvador, and Recife.

Timeline:

26 million revellers who took the streets in 2020 produced 324 tons of waste material. Of this amount, 127 tons of plastic were transformed into 2,000 trash cans that are being installed in Brazil.

Scale:

Carnival 2020: Approximately 26 million revellers who took the streets in 2020 produced 324 metric tons of waste and recyclable material. Carnival 2021: Of this amount, 127 tons of plastic were transformed into 2,000 trash cans that are being installed in Salvador and Recife. About 3,000 pickers joined the initiative.