Jede Dose Zählt
Ad Campaign

Project Type
Campaign

Client
Jede Dose Zählt

Role
Art Direction, Design

Agency
En Garde

Year
2016

Aluminum is a true champion in the world of recycling. Reprocessing an aluminum can consumes just 5% of the energy needed to create a new one from raw ore. Unlike materials like plastic or paper, aluminum can be recycled endlessly without losing its structural integrity. The life of recycled aluminum doesn't necessarily culminate in a new can; the reclaimed material may be repurposed to craft various other objects.

The primary objective of the campaign was to galvanize consumers into embracing recycling practices, particularly with aluminum. To achieve this, we employed visually engaging illustrations and compelling headlines that showcased the myriad possibilities of what a recycled aluminum can could transform into. Whether it was a bicycle frame, a car part, or even a piece of furniture, the illustrations served to fuel the consumer's imagination, helping them see their discarded can as a potential component of a larger, meaningful object.

By painting this vivid picture, we aimed to give the consumer a strong incentive to recycle their aluminum cans. The messaging went beyond mere environmental responsibility; it tapped into a deeper emotional connection by allowing people to envision their used cans as contributing to new, useful products that had a tangible impact on the world. In doing so, the campaign elevated the act of recycling from a mundane task to an empowering contribution to a sustainable future. This emotional resonance not only motivated individuals to recycle but also fostered a sense of collective action, amplifying the overall impact of the campaign.

Facts are boring.
Imagination is exciting.

The Canman
Recycling Superhero

The foundation for lifelong habits is often laid in early childhood.

Hence, introducing children to the concept of recycling through a relatable and inspiring character can be highly effective.

Youngsters not only absorb these teachings but also become enthusiastic advocates, often encouraging their parents to adopt the same practices that they find exciting and meaningful.