The garbage does not have to be just garbage. It can also end up being valuable thanks to recycling, which can make a can of soda become, for example, a ring. Or in a pendant, or on a bracelet. He defends it Becosméethe fictitious jewelry brand that has created Ecoembes to remember the second lives that metal containers can experience.
The campaign has been devised by creative agencies Revolt and Mono Madrid, in what is his first work for the organization. It is a new collaboration of the agency after its joint stage at the head of the repositioning and construction of the Wallapop brand. It should be remembered that both refused to participate in the contest called by Wallapop, which resulted in the election of & Rosás as the new creative partner of the second -hand platform.
As they share from Ecoembes with Reason.WHY It has been a Direct allocation Motivated by the interest of the brand in collaborating with both agencies, attracted to their work in positive impact, expertise and different way of thinking advertising.
With “Becosmée” Ecoembes approaches the category of luxury, capitalizing its narrative and visual codes, to show the recycling value. It is a slight change of approach to the organization, which instead of inviting attractiveness and seduction.
The spot, which has production of Instant, It is focused as a jewelry ad and built around luxury, sophistication, and sensory poetics. What apparently seems like the presentation of a new exclusive brand, Bécosmée, turns out to be Ecoembes, and what seemed like a jewelry case is revealed as a yellow container.
The piece puts the focus on the small details, among them, that the name and logos of Becosmée is an anagram of Ecoembes; a speech full of ambiguities and double senses between the speech of a brand and recycling; or the jewels, which have really been made with aluminum and steel recycled in an Atelier in Barcelona.
As they comment from Ecoembes to this medium, the possibility of producing jewels in a posterior phase of the campaign is not ruled out.
“Metal containers have multiple lives when they are recycled in the yellow container, and that is what we are looking for with this action: show that those packages, far from being garbage, can become the most unexpected objects and that we have within our reach, many times, without being aware of it”Said Nieves Rey, director of Communication and Marketing of Ecoembes, in a statement from the agencies.
With this Ecoembes campaign it intends resignify the concept of residue Putting the focus on the value they can contribute, which can go beyond functionality and aesthetic. It is a speech that moves away from the usual burden of obligation or duty linked to recycling, and approaches desire and seduction, transmitting the importance of recycling in an attractive and interesting way.
“It seemed key to us not to limit us to tell people what they have to do, but to show why doing so is good for everyone”; Said, on the other hand, Jesús Revuelta, creative director and founder of Revuelta.”In our opinion, the ecological narrative, in general, needs less load and more desire. Less obligation and more seduction”
“Becosmée” supposes Ecoembes approach to New codesdespite a tactical and simple briefing, which has sought to launch the message that metal containers have to be thrown into the yellow container. “It is a different, more daring approach, because recycling also deserves to be inspiring”; Nieves Rey has commented on Reason.WHY. “We have sought to surprise and differentiate ourselves from what we have been doing for some time. But it continues to reflect our commitment to empowerment in recycling and in economics circulatesr ”.
