Eurobest

Ecocamera

NORMAJEAN, Lisbon / NESPRESSO / 2018

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Overview

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Credits

Overview

Background

How recycled Nespresso capsules became a pinhole camera

When a brand like Nespresso wants to show its commitment towards a more sustainable future, the first thing to do is to justify the use of aluminium capsules. Our challenge was to prove not only that aluminium is 100% recyclable, but also that it can become another beautifully designed object. So, we did just that, a whole new Nespresso creation - The Nespresso Ecocamera - A pinhole camera made from 100% recycled aluminium capsules. And what does recycling and taking pictures have in common? Well, they are both two different ways of keeping our world just the way we see it today.

And what better way to show it than a photo exihibition with the work of well known photographers? A challenge that took the courage to go back to the basics of photography and surprise everyone with amazing photos.

Execution

The Nespresso Ecocamera is a pinhole camera made of 100% recyclable aluminium Nespresso capsules. We chose a pinhole because its represents the most raw form of photography. No lenses, no zoom, no filters and a minimalist design combined to reflect our message on sustainability.

In partnership with a company specialized in transforming aluminium we designed a mold with witch we were able to scale the production to 1000 Ecocameras.

The color of the cases was chosen to secure the pinhole need of a black chamber for a better photo quality.

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