RECYCLE? by BerntzonBylund for Papperskretsen

RECYCLE?

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Sweden
Agency BerntzonBylund
Creative Director Hans Bylund
Art Director Johan Gustafsson, Erik Olsson
Copywriter Nils-Gustav Tollman
Designer Marie Carlström
Released January 2011

Credits & Description

Category: Best Use of Print
Advertiser: PAPPERSKRETSEN
Product/Service: PAPER RECYCLING
Agency: BERNTZONBYLUND
Date of First Appearance: Jan 20 2011
Entrant Company: BERNTZONBYLUND, Stockholm, SWEDEN
Art Director: Johan Gustafsson (BerntzonBylund)
Art Director: Erik Olsson (BerntzonBylund)
Copywriter: Nils-Gustav Tollman (BerntzonBylund)
Account Executive: Joachim Berntzon (BerntzonBylund)
Creative Director: Hans Bylund (BerntzonBylund)
Designer: Marie Carlström (BerntzonBylund)
Media placement: Weekly Celebrity Magazine - The Magazine "S" - 20 January 2011

Insights, Strategy & the Idea
PappersKretsen is an organisation striving to increase the recycling of printed media. They manage all the recycling stations for paper in Sweden.

They wanted magazine readers in Sweden to think about the importance of recycling a magazine after reading it.

Creative Execution
We made an ad that is interacting with the editorial content of the same issue.

The ad comments on a bad picture of Swedish celebrity Carl Jan Granqvist, suggesting that he should recycle the magazine at one of PappersKretsens recycling stations.

Results and Effectiveness
Through an ad well integrated with the editorial content, we made people think of recycling while reading a magazine they probably wouldn't keep for long.