Ruf Lanz makes recycled beverage carton bags the new it-bag
Recycling beverage cartons and plastics is all the rage. This is reflected in a surprising way in the new awareness campaign by Ruf Lanz for Beverage Carton Recycling Switzerland.
Beverage cartons, such as those used for milk, iced tea or fruit juices, consist of 75 % paper fibers. Recycling makes them even more sustainable. This is why different regional collection systems with recycling bags have been introduced.
In order to raise awareness of beverage carton recycling, the Swiss Beverage Carton Recycling Association commissioned the Ruf Lanz creative agency with a large-scale awareness campaign. The association is backed by the three leading producers Tetra Pak, SIG Combibloc and Elopak.
Ruf Lanz was the first to expertly dispose of the moralizing finger that makes many people see red when it comes to green issues.
Instead, bulging recycled bags are being staged in a highly fashionable way as the new it-bags - as a must-have for a contemporary, responsible lifestyle. Because recycling is the trend. With a recycling rate of 53 % of all recyclable materials, Switzerland is one of the leaders in Europe. However, there is still some catching up to do when it comes to beverage carton recycling.
Simona Marty, Managing Director of Beverage Carton Recycling Switzerland, says: "Many people don't know how environmentally friendly beverage cartons are and that the packaging can be recycled - we want to change that with a large-scale campaign." Ruf Lanz impressed the association with her creative attitude, strategic approach and surprising concepts.
Lara Gruhn, Project Manager Communications, adds: "We want to involve the audience without moralizing. That's why the idea of the It-Bag put the other concepts presented in the bag."
The campaign was realized in close collaboration with renowned fashion photographer Chris Tribelhorn. It will be launched in a first wave in populous cities from October 20.
The key media are posters, ePanels and eBoards as well as full-page advertisements in the opinion-defining Sunday media. Accompanied by various online measures such as YouTube prerolls, conversational ads and social media videos.
Responsible at Ruf Lanz: Danielle Knecht-Lanz, Markus Ruf (Creative Direction), Mario Moosbrugger, Isabelle Hauser (Art Direction), Danielle Knecht-Lanz, Mario Moosbrugger (Supervision Shooting & Styling), Markus Ruf (Copywriter), Gian Marco Juon (Account Executive), Claudine Bernet (Account Assistant), Sherif Ademi (DTP). Involved partners: Chris Tribelhorn (Photo & Video), Petya Lova (Photo), Giglio Pasqua (Photographers Assistant), Arianna Pianca (Wardrobe Stylist), Sophia Singh (Make-up Artist), Giada Marina Giorgio (Hair Stylist), Peter Scherz & Elias Dolder (Prop Design), RoDo Works (Motion Design DOOH), Jingle Jungle (Sound Design), ZipMedia AG (Media Planning OOH/DOOH/Print), cptr AG (Media Planning Online).
Responsible at the Swiss Beverage Carton Recycling Association: Peter Mayer (Chairman), Simona Marty (Managing Director), Lara Gruhn (Project Manager Communications), Chantal Jaun (Communications/Operations), Fabienne Marcolin (Creative Services). Committee: Peter Mayer (Tetra Pak Schweiz AG), Viktoria Uhl-Pochmann (SIG Combibloc GmbH & Co KG), Michael Gscheider (Elopak GmbH), Caroline Babendererde (Tetra Pak GmbH), Alina Theissen-Hageresch (SIG Combibloc GmbH), Vanessa Bogner (SIG Combibloc GmbH)
