Eurobest
MORTIERBRIGADE, Brussels / RECUPEL / 2021
Overview
Entries
Credits
Background
Overconsumption
The 21st century’s disease.
People like to buy stuff. A lot of stuff
And the Earth’s natural resources
Are not unlimited
But there is a place where we can find all the necessary rare metals:
inside broken electrical appliances.
Unfortunately, 9 million of them are currently inactive in Belgian homes.
Idea
So, on Sunday April 18, we woke all these appliances to fill a place that has remained totally empty for months due to covid 19
A Football stadium.
Strategy
Recupel partnered with The Belgian football champion Club Brugge to turn this negative situation into 90 minutes of awareness on prime time TV.
Televising the game supported by our appliances
Execution
Recupel partnered with The Belgian football champion Club Brugge to turn this negative situation into 90 minutes of awareness on prime time TV.
Televising the game supported by our appliances
Outcome
It became the topic of the most popular Belgian tv satire.
Showing football fans who disguised themselves as electric appliances desperately trying to get into the football stadium.
Bruges won the game. And so did Recupel:
Our special supporters conquered the heart of the entire country.
With an awareness score of + 34 %
thanks to 250.000 € of earned media and 9.200.000 impressions
and an increase of 12% in collected broken appliances.
RECUPEL 1 – Electric Waste FC 0
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