Deutschland trennt. Du auch?
Winner
Excellence in Brand Strategy and Creation
Branded CSR Activities – Environmental
Credits
Details
‘Germany separates waste. Do you?’ was the largest campaign to raise awareness about correct waste separation and packaging recycling, initiated by ‘waste separation works’. From 3rd to 16th June 2024, the dual systems worked together with waste advice centres from over 200 disposal areas and major partners from the food retail sector, and under the patronage of the Federal Environment Minister, Steffi Lemke, to achieve one goal: better waste separation! The highlight were three-metre-high packaging sculptures in high-profile locations, accompanied by live events, influencer collaborations and individually tailored communication measures.
The Jury‘s Statement
With “Germany separates. Do you too?” (“Deutschland trennt. Du auch?”), an impressive project was realized that addresses the complex task of consumer education in an outstandingly clear, aesthetically appealing, and impactful manner. The combination of large-scale visual elements, interactive live events, and targeted communication measures demonstrates exceptional strategic relevance. This initiative combines partnership, reach, and creativity, delivering a key message for sustainable action. A prime example of brand communication with societal impact.
