Our services:

Together with Rossmann, we developed an integrated awareness campaign that presents the topic of recycling in an emotional, visible and debatable way. At the center is the provocative message „Plastic is not rubbish!“.

To illustrate this, we turned plastic into gold, and the yellow garbage cans intended for this purpose into golden garbage cans. The centerpiece of the campaign was a hero video featuring TikTok creator Levi Penell, who swaps yellow garbage cans for gold overnight.
The campaign underlines the fact that plastics are not automatically waste, but a valuable resource - which we must recognize as such in order to promote a more conscious and sustainable use of plastic.
All accompanied by advertorials and a landing page with further information on the topic. This made recycling tangible and rethought plastic as a recyclable material.
The campaign was rolled out across all media - with social media content, PR activation, editorial coverage and print ads.

The Result:

The campaign reached millions, raised awareness of plastic avoidance and recycling and strengthened Rossmann's position as a responsible company with ambitious sustainability goals. With recurring content and various media peaks, the campaign ran for several weeks and effectively brought the topic of the circular economy into the social discourse time and again.