Client's Objective: Create a campaign for "Ανακύκλωση Συσκευών A.E.", to raise awareness about the potential dangers of not recycling old or broken electrical equipment.
Ιnsight: We don't really realize the value of something until we loose it and a forced end is brought right upon our eyes.
Idea: Start Before The End
Rationale: You can't expect better living if you don't change the way you live. That's why you should recycle your old devices. It is a start before the end.
Strategy: We create a dystopic but also funny near future, where the broken devices are fed up just lying around with no purpose, so they start a revolution to demand from people recycling.
Campaign: The campaign proposal consists in a hero video, guerilla activations, bus stops and a radio activation.
Hero Video synopsis: A toaster thrown away late at night in the rubbish recklessly by a passenger suddenly turns on. It touches all the thrown devices to wake them up. The woken devices are multiplying forming a mob. The Scene ends and another one begins in the following morning. People are running in the streets and broken devices chase them around. It's a device apocalypse. The video ends with the following phrase:
Not recycling your broken devices, is an act that will eventually turn on us. Don't wait until it does. Before the end, make a start. Recycle.
The visuals of the campaign and it's logo were inspired by
the last scene of the movie "Fight Club".
the last scene of the movie "Fight Club".
Bellow there is an additional visual approach, inspired by the brand colors of "Ανακύκλωση Συσκευών Α.Ε." and the aesthetics of USSR flyers:
The activation bellow takes place in a famous radio station, where the broken devices supposedly "highjack" the radio show, to pass their own message and announcements about their recycling revolution.
