RECUP & REBOWL - Niemand mag Einweg
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Ambient Media and Outdoor Advertising
Details
In Vienna, 100 million pieces of take-away packaging are thrown away every year. The RECUP & REBOWL reusable deposit solution can put an end to this ecological madness. An awareness campaign should publicize the brand. Instead of pointing a finger, we opted for a humorous campaign in keeping with the grumpy Viennese mentality. We had to-go classics express their displeasure with disposable packaging. The OOH campaign comprised print and digital motifs, placed near universities, technical colleges and the gastronomy scene. The surprising word creations not only attracted attention offline.
The Jury‘s Statement
The RECUP brand demonstrates with its project how sustainability and local charm can be effectively combined in brand communication. Using a humorous approach that reflects Vienna's grumpy mentality, the campaign establishes an emotional connection with its target audience. The striking, creative visuals placed in strategically significant locations stand out for their clarity and relevance. This project proves how outdoor advertising can not only attract attention but also powerfully convey socially significant topics.
