Ecovidrio, the non-profit organization in charge of managing all glass waste in Spain, had focused all its campaigns on the recycling of beverage containers.
For World Recycling Day (May 27), Ecovidrio asked us to carry out a campaign to remind people that recycling is a daily act.
We decided to focus this campaign on something that had not been communicated until now: the glass in perfume bottles can also be recycled.
To this end, we created L’eau de Vitrüm, The Essence of Recycling. A new fragrance that reminded us that recycling has to be as commonplace as perfuming every day, and that had the scaled-down shape of an Ecovidrio recycling container.
We produced 10,000 bottles of the perfume in recycled glass and launched a campaign that was also recycled: we decided to pay tribute to three major brands by recreating three of their legendary perfume commercials on television.
To increase their appeal, we asked four Spanish celebrities to star in the new recycled spots. In addition, we signed an agreement with El Corte Inglés, leader in perfume sales, for Vitrüm to be in all the perfume stores.