Ecoembes His is relaunched air recycling chatbot With new functions thanks to generative artificial intelligence, and to communicate it, it is proposed “What do you ask when you no longer wonder where to recycle your packaging”An idea of ​​the creative agency Darwin & Verne, that puts in value the new capabilities of the tool and explores the issues that citizens can raise by having made recycling a habit.

The “transcendental issues” campaign consists of three spots, with content production, in which various people are presented in introspective trips on banal matters. These reflections are fruit, according to the message of Ecoembes, of the application of the tool, which has been able to solve the doubts about recycling of the protagonists.

In the first of the ads a man wonders “Why is the beautiful one beautiful is such an ugly fish?”, Before throwing the can with which a salad has just prepared. And it has resolved in which container to throw the container when consulting it with air, which now includes, as evidenced by the piece, Image recognition.

In another of the spots, a young woman questions “How will they do to paint the toothpaste? ”seeing that they already leave the dentifric tube. The piece highlights the new function of voice recognition of the chatbot, possible thanks to artificial intelligence.

The campaign is committed to a intelligent humor, As the third of the pieces shows, in which a mother enters a vicious circle: if your child does not stop asking you for a can until you are, ““Who has given the can to whom?”

“The containers trigger an introspective journey in the protagonists, which are at the time of recycling them, as if each of them were Marcel Proust’s magdalena in ‘In search of lost time’”, Indicates the agency in a statement regarding the creative concept, in reference to the memorial phenomenon that occurs when a perception evokes a memory or reminiscence.
It also points out that the campaign has sought Humor, that defines as restrained and elegant, through the simplicity of plans, casting, music design.

In addition to presenting the new air functionalities, the campaign also presents the aesthetic renewal of the tool, A redesign developed by Darwin & Verne. This includes an update of the chatbot logo -which Ecoembes first launched in 2018 -as well as a new 3D character that interacts with users in the chat itself.

The action has Iprospect media planning, and will have activations in social networks and digital platforms ..