Proud to recycle
Concept for Pantamera
The assignment
Advertising business manager
Messaging platform
Visual style
Instagram strategy
Communication plan
Concept
Ongoing content creation
Target audience segmentation
The tale of the world's best deposit return system
The Proud to recycle campaign was developed to encourage more young people to feel a sense of pride in their recycling habits. And rightly so – Sweden’s dedication to recycling is a truly fantastic effort, well deserving of recognition.
The narrative of the Proud to Recycle campaign has been a feature on Pantamera’s Instagram account since autumn 2020, with the long-term goal of boosting recycling rates among young people.
We Swedes are perhaps never so proud as when the world’s attention is turned towards Sweden. And indeed, we have reason to puff out our chests. Not only have we invented everything from pacemakers to peppermint rock. On top of that, we’re the best in the world at recycling beverage containers.
The Proud to recycle concept is a modest, yet proud, story about the world’s best deposit return scheme, about the ideas and the people who contribute to it. It’s about the impact it has on our society and the curiosity it generates internationally.
Proud to recycle has been developed as a content concept for Pantamera’s Instagram account. The aim is to increase understanding of all the good that the deposit return scheme contributes to, in order to encourage more of Generation Z and young Millennials to recycle more in the long run.
The graphic style for Proud to recycle is based on Pantamera’s visual identity, while also allowing for a significant creative and playful space that lets us think outside the box. The visual concept encompasses various levels of expression, ranging from ‘completely in line with Pantamera’s guidelines’ to ‘entirely different typefaces, entirely different colours’.
In the Proud to recycle campaign, the content dictates the design, not the other way around. To achieve a dynamic look with a clear human presence, we alternate hand-drawn typography with headings where each letter is ever so slightly askew. This creates a delightful, higgledy-piggledy joy that feels lively and permissive without becoming cluttered.
In the Proud to recycle campaign, everyone’s a hero. Because just as naturally as we have a fika (coffee break), talk about the weather and scoff Saturday sweets, we take our responsibility and recycle our bottles and cans. We collect, sort and save. Small change and big resources. Together, we all contribute to a more sustainable world. No matter who you are or why you recycle.