The campaign was created and implemented for the Goal 99 initiative with the support of the government agency Secondary Material Resources Operator. It's a non-profit organization that coordinates activities in the sphere of secondary material resources management.
The campaign aimed to draw attention to the proper disposal of household appliances. The main task was to create a culture of handing over e-waste to the population at special reception points.
Household appliances are chosen for long life. And during the time of use it can be associated with many memories. That's why we decided to tell about parting with appliances through emotional stories close to everyone. And we called to show respect for things that have been part of the home and everyday life for some time.
We chose the most commonly discarded types of technology for the promotional trilogy. Heroes have collected images from different generations. Each of them makes the same mistake in recycling. Their stories are embodied in different formats: an old-school 4:3 with an elderly man leaving a refrigerator, a tragic and intense thriller with a middle-aged hero telling about the washing machine and shot in 16:9 format, and a youth video in Full HD with a girl throwing away a kettle.
Czech director Lubos Rosler and cameraman Philip Marek helped to realize the idea and create not just clips but short films. Professional film understudies: Vladimir Eremin, Olga Kuznetsova and Tamara Lisitskaya gave their votes. And the art space "VERKH" provided the scenery for the two films.
The videos aren't only emotionally strong but also informative. The attention is focused on the fact that the incorrectly discarded technique poses a danger to nature and the health of residents in them. Household appliances that have become unnecessary should be recycled. You can show your respect for technology by ordering a collection of household appliances for recycling directly from your home or by taking the electronics yourself to collection points.
A series of visuals supported the ad campaign. The idea was implemented on boards and online banners, preserving the emotionality and clarity of the message.