The new integrated campaign dedicated to compostable bioplastics created by Connexia for the Biorepack Consortium
The marketing and communication agency of the MarTech company Retex is behind the strategy and the creative concept of the latest multichannel campaign of the Italian national consortium for the organic recycling of biodegradable and compostable plastic
Milan, 29 May 2023 - Biorepack is back in the news with its new integrated campaign for TV, radio, press and digital and social networks - “Throwing in”. The project was designed by the creative team of Connexia, Retex’s marketing and communication agency, which handled the campaign’s strategy, creative concept and media planning.
On air from 28 May to 17 June 2023 with a 15-second advert on the RAI, Mediaset, CairoRCS Media, SKY, Warner Bros, Discovery and Netflix TV channels, “Throwing in” is a welcome addition to the TV schedule, with a 30-second spot on the radio frequencies of the GEDI Publishing Group and the CNR circuit, a 15-second spot on the Google and Meta platforms and an Adv page which will appear in the coming months in the main printed national magazines and newspapers. There will also be plenty of original content for social media and a dedicated landing page where more information is available on the topics covered.
Building on the success of “The Bioplastic Garden”, an integrated campaign that was a great success in the second half of 2022, the Biorepack Consortium has returned to the main Italian media to continue spreading awareness to all citizens about certified compostable bioplastic materials, and to promote the correct ways of using and disposing of them, together with their end-of-life management. Biorepack also promotes the virtuous link between the proper collection of organic waste and the production of compost, which is a very important resource for soil regeneration.
The creative idea behind “Throwing in” was to celebrate the importance of collecting the purest organic waste possible. The organic waste bin becomes such an exclusive place that it is extremely important to make careful choices about what can be thrown in it and what cannot. That is why the protagonists of the creative concept are two bouncers, always ready to throw out - or rather, to throw in – and who keep an eye on the bin and only let in waste that is suitable for turning into compost, such as kitchen waste and certified compostable bioplastic packaging.
After all, not all materials have the privilege of becoming nourishment for the Earth!
“Since its inception, our Consortium has considered communication and public awareness activities to be among its most important objectives," commented Marco Versari, President of Biorepack. “Compostable bioplastics are innovative materials and so it is important to help consumers understand how to recognise them and why they should be thrown away together with household waste. They are actually a valid ally to improve the quality of the waste collection. The entire organic waste cycle benefits, because a high-quality collection helps the work of the treatment plants, increases the production of compost and drastically reduces rejects. We are sure that this multichannel campaign is an excellent way to reach the greatest number of citizens and to counter disinformation and fake news,” concluded Biorepack President, Marco Versari.
“We are really satisfied to be able to make our strategic and creative contribution to help spread greater environmental awareness,” commented Massimiliano Trisolino, Connexia’s Managing Partner Strategy & Creativity.
“For the new ‘Throwing in’ communication campaign we have chosen to support the Biorepack Consortium’s educational objectives by developing a creative concept which, through a play on words, playfully emphasises the importance of the correct disposal of organic waste. More and more attention and awareness are being given to good daily practices for the separate collection of waste and, more generally, to the impact that recycling and proper waste disposal can have. These are all aspects that, as a Benefit Company, we feel particularly strongly about and we are happy to be able to support the promotion of virtuous and sustainable behaviour."
WATCH THE TV AD
Agency: Connexia - A Retex brand
Executive Creative Director - Adriano Aricò
Creative Director - Anna Vasta
Client Director - Francesco Ferrario
Senior Copywriter - Miriam Zaccagni
Senior Art Director - Enzo Girardi
Account Supervisor - Filippo Di Lella
Executive Account - Francesca Perico
Production company: Black Mamba
Executive Producer - Stefano Monticelli
Producer - Virginia Magnelli
Director - Miguel Usandivaras
DOP - Emanuele Zarlenga
Set design - Luca Vitetta
Costumes - Simona Marchini
Casting - Barbara Foti@Wanted
Editor - Marcello Sanna
Colorist - Alessio Zanardi
Online - Alessandro Sanna
Sound - EraZero
Photographer - Marco Bertani
Media planning: Connexia - A Retex brand
Media Director: Paola Luzzi
Media Strategist: Stefania Pozzoni
Connexia is creativity.
It is data-driven thinking.
It is excellence in media management.
And it is technological innovation
But that’s not all. Retex’s communication and marketing agency is above all driven by passion, ethical commitment, transparency and corporate social responsibility.
It is a multicultural and multidisciplinary team of professionals who are capable of building brand values and brand storytelling, but also of guiding digital transformation processes.
We design and develop ideas that can be experienced on all channels, without worrying about being defined by the effectiveness of each campaign.
Expect to work with us in a new way: together, through continuous co-creation processes and experimentation oriented towards business and communication objectives. www.connexia.com
BIOREPACK, the National Consortium for the Organic Recycling of Biodegradable and Compostable Plastic Packaging, is a non-profit consortium under private law, with articles of association approved by a decree from the Ministry for Ecological Transition in agreement with the Ministry for Economic Development, with the aim of ensuring development of the differentiated collection and organic recycling of bioplastics together with the organic fraction of waste (article 182 c of the Consolidated Environment Law - Legislative Decree no. 152/2006). It is made up of more than 200 companies active in the production of raw materials, processing and industrial use of UNI EN 13432-certified compostable bioplastic packaging, as well as its organic recycling.
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