Even though environmental awareness and eco-mobilization in France are growing, only one in two plastic bottles is sorted into the right recycling bin. In the two largest French cities, Paris and Marseille, the figure drops to only one in ten. However, all French people know that plastic bottles are perfectly recyclable.

These poor performances raise two concerns: environmental and economic.

With this campaign, we wanted to find a new means of getting consumers’ attention with regards to the importance of using the right bins, by giving them a concrete example of the end result. To do this we mobilized 12 major soft drinks brands, familiar to the French public, with two objectives:

1: Reach out to consumers via their brand familiarity, and set ourselves apart from traditional, general-interest campaigns.

2: Draw attention to the brands’ involvement and sense of responsibility, supporting a circular economy.