The request: promoting glass recycling, encouraging citizens and institutions to do it by the book in terms of quality and quantity.
Mediatyche’s strategy: engaging citizens with a clear yet recreational concept in order to explain to them how to recycle glass properly.
Catching the public’s eye. How? Thanks to “famous green faces”: the first two years it was geologist Mario Tozzi, then Licia Colò.
The campaign was cross-channel-promoted on TV, radio, traditional and digital media and let’s not forget the place where a direct channel was opened with the PA and the most virtuous citizens who were invited to a Zelig free show in the square.
Institutional world, Strategical consultancy