FROM MYTH TO REALITY
Advertising is often accused of telling fairy tales – an accusation that was never true, and one we were able to thoroughly debunk in a major project.
Our client ALPLA is one of the internationally leading manufacturers of plastic packaging and, for many years, has also been a globally active recycler with its own recycling plants all over the world. With enormous (and financial!) commitment and great success, ALPLA has long been working to make plastic packaging environmentally friendly and sustainable – not least to ensure the continued existence of the family business. To bring this little-known fact more into focus, ALPLA commissioned us to create a flyer that was to be widely distributed, especially to potential apprentices and their parents. The message: "Plastic packaging is indispensable, and it can be much more environmentally friendly than most people think. We are doing a great deal to achieve this – and therefore offer young people excellent future prospects."
FROM SHORT STORY TO "NON-FICTION BOOK"
A topic that is highly current, highly interesting, and also highly emotional – and therefore, in our conviction, must not be presented "quietly." Our first draft, titled "The Myth of the Evil PET Bottle," was a large-format altar-fold flyer that countered common prejudices about plastic packaging with facts and solutions from ALPLA. The approach triggered a small avalanche at ALPLA. The internal decision-makers quickly agreed to turn the flyer, which could only touch upon many topics, into a comprehensive and strictly fact-based brochure.
A true research marathon began – both at ALPLA and with us. Data and facts were collected, cross-checked, evaluated, and prepared for communication. Over many weeks of intensive collaborative work, a brochure was created that could almost be described as a "standard work" on packaging recycling. Across 30 pages, the brochure addresses nine "myths" circulating about plastic packaging and refutes them with reliable figures, verified studies, and factual arguments.
The often surprising findings are supplemented with practical recommendations for action for every individual.
The brochure has since been published in 10 languages and widely distributed – in the hope of reaching as many people as possible, making them think, and perhaps even motivating them to change their behavior.
FROM PET BOTTLE TO PET BOTTLE TO PET BOTTLE ...
Parallel to the "Myth" book, we implemented another extraordinary advertising tool for ALPLA on the topic of plastic recycling.
The oversized A0 graphic panel illustrates why and how, for example, PET beverage bottles are recycled at ALPLA and thus kept in the material cycle.
The individual steps of the recycling process are briefly explained and illustrated in a very unusual way: In addition to pictograms and photos, the panel also features original materials, such as the flakes obtained from PET bottles.
Like the "Myth" book, the graphic panel was also produced in 10 languages and made available to ALPLA branches. They are used, among other things, at trade fairs and exhibitions, as well as in schools and vocational schools.
