Cofarma Design & Branding REUSE/WHATDOIDOWITHTHIS.ORG by McCann Erickson Costa Rica

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Industry Hair Care
Media Design & Branding
Market Costa Rica
Agency McCann Erickson Costa Rica
Art Director Carlos Redondo
Designer Maia Livov, Maria Fernanda Chavarria
Producer Tomas Jankovich
Released February 2011

Credits & Description

Category: Sustainable Packaging
Advertiser: COFARMA
Product/Service: PLASTIGEL
General Creative Director: Manuel Travisany (McCann San José)
Art Director: Carlos Redondo (McCann San José)
Producer: Tomás Jankovich (McCann San José)
Regional President: Max Gutierrez (McCann San José)
President: Gustavo Vallespi (McCann San José)
Account Manager: Rebeca Barzuna (McCann San José)
Post Producer: Omar Moreno (McCann San José)
Professor: Javier Nogues (Universidad Veritas)
Film Director: Mario Cardona (Zen)
Designer: Maia Livov (McCann San José)
Designer: Maria Fernanda Chavarria (McCann San José)
Film Director: Marlon Villar (Zen)
Media placement: First "Reuse Icons Stripe" - Plastigel Packaging Labels - 1 March 2011 / Now

Describe the brief from the client
Plastigel, a brand leader of hair fixation products, requested a generation of a communication campaign that will neutralise the negative associations related to the issue of waste generated by used packages of their products.

Describe the challenges and key objectives
Pointing to a solution from a recycling perspective, as a previous step before reuse.
To acknowledge the lack of ideas as the main barrier for a regular basis recycling.
Innovate through a simple solution for consumers and feasible for our client.

Describe how you arrived at the final design
The recycling ideas were placed in the consumer’s hands with the product’s label icons representing reusable solutions of the package. Also, offering the possibility of interaction and contribution of recycling ideas through the website
An alliance with a local university (Universidad Veritas) was made in order to develop recycling ideas that were later added to the labels. Today, with the inclusion of more brands, the university has introduced the project as part of its career curriculum.

Give some indication of how successful the outcome was in the market
- 3m packages with reuse ideas have been placed in the hands of the consumers.
- The use of this direct contact media (labels) to promote reuse has settled a milestone in innovation inside Costa Rica and abroad.
- The designed model places the brand in a key position towards an industry with less waste, exceeding this way the objectives that were initially set.
- A replicable model to promote reuse was developed and implemented. Today, 6 new brands have been added to this project, and 3 of them already have their new labels in the market.