BACKGROUND

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.

NEED

For World Recycling Day (May 27), Ecovidrio asked us to carry out a campaign to remind people that recycling is a daily act.

PROPOSAL

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.

RESULTS

• More than 28 million people reached in online and offline press, radio and TV.
• National TT on Twitter during World Recycling Day, with more than 16 million impressions, 2019 mentions,1337 RTs and 2319 Likes.
• 1,307,870 impressions and 24,673 likes on Instagram during that same day.
• 300,000 video views and 15,000 visits to the site in 48 hours.
• 10,000 units of L’eau de Vitrüm manufactured and ordered in less than 3 hours, through our website www.laesenciadelreciclaje.com.