The Biorepack Consortium asked Connexia to devise and develop a creative ADV campaign to make all Italian citizens aware of certified compostable bioplastic materials and to promote their correct use together with the collection of domestic wet waste.

Connexia created the integrated TV, radio, print and social creative campaign ‘I buttadentro’ celebrating the importance of doing the most correct wet waste collection possible. The organic bin becomes such an exclusive place that it is important to carefully select what can and cannot go in there. The protagonists are two wastepickers (buttadentro), who are ready to supervise and ensure that only what can be turned into compost, such as kitchen leftovers and certified compostable bioplastic packaging, goes into it.

Creativity, Video Production, Media Strategy & Delivery, Campaign Tracking