Drilling for nine percent
Recycling Igora and ViznerBorel are launching a new campaign to promote aluminum recycling. Their goal is a world-class 100 percent.
Recycling Igora and ViznerBorel are launching a new campaign to encourage more aluminum recycling. Despite the coffee capsule boom, Switzerland is the undisputed world champion when it comes to recycling aluminum packaging. Beverage cans have had the highest return rate for years, at over 90 percent. Even Empa gave Igora, the cooperative for aluminum recycling, high marks in a study. "The actual behavior of consumers corresponds very closely to the argumentative recommendations that Igora has been communicating for years," the study states. Igora and its in-house agency ViznerBorel reminded consumers of this performance in the 2004 poster campaign: "Don't give us money, give us your aluminum" or "We care about public health. Jog to the aluminum collection container" joked the poster, which already predicted that "100% economic growth is not possible. 100% aluminum recycling rate is" - the noble goal that the cooperative, founded in 1989, had set itself. If we take a closer look at the collection discipline of the Swiss, we see that the potential for aluminum trays and especially aluminum tubes, for which there is no regulation, is still very large (see chart). On the other hand, the pressure on companies in the food, pet food and aluminum industries is not as great as it was in 1989, when the Federal Council threatened to ban aluminum beverage cans.
Nevertheless, since Igora stopped only communicating about drinks cans on the initiative of manufacturers and distributors, recycling has also increased for other types of packaging - albeit to a much lesser extent for tubes. Markus Tavernier, Managing Director of Igora, is hardly surprised: "Due to their small size, aluminum tubes end up in the chargeable waste bag instead of the collection container."
Nevertheless, those responsible hope that consumer behavior will adapt even better to the collection system. And so Igora is going all out. For the first time on TV. In the same ironic style as the previous campaigns, Igora has "founded a party" that is campaigning for an aluminum recycling rate of 100 percent. In the three TV commercials, Igora holds lessons for the Swiss in which they learn how to perfect aluminum collection.
The goal - complete aluminum recycling - is given by the teacher in conservative drill form. Because in order to achieve this, the whole population still has to make a huge effort. This means practising, practising, practising until they drop. With witty, over-the-top exercises à la "Play
Without Borders" and a good dose of gym fug, director Charley Stadler wants to bring viewers even closer to collecting and disposing of waste. The TV commercials are accompanied by new posters in which the advertising message and topical aspects are interwoven with subtle humor.
Luca Aloisi
Nevertheless, since Igora stopped only communicating about drinks cans on the initiative of manufacturers and distributors, recycling has also increased for other types of packaging - albeit to a much lesser extent for tubes. Markus Tavernier, Managing Director of Igora, is hardly surprised: "Due to their small size, aluminum tubes end up in the chargeable waste bag instead of the collection container."
Nevertheless, those responsible hope that consumer behavior will adapt even better to the collection system. And so Igora is going all out. For the first time on TV. In the same ironic style as the previous campaigns, Igora has "founded a party" that is campaigning for an aluminum recycling rate of 100 percent. In the three TV commercials, Igora holds lessons for the Swiss in which they learn how to perfect aluminum collection.
The goal - complete aluminum recycling - is given by the teacher in conservative drill form. Because in order to achieve this, the whole population still has to make a huge effort. This means practising, practising, practising until they drop. With witty, over-the-top exercises à la "Play
Without Borders" and a good dose of gym fug, director Charley Stadler wants to bring viewers even closer to collecting and disposing of waste. The TV commercials are accompanied by new posters in which the advertising message and topical aspects are interwoven with subtle humor.
Luca Aloisi
