Carrefour: RECYCLING BAGS

Credits & Description:

Advertiser: CARREFOUR
Agency: LEO BURNETT TAILOR MADE
Category: Special Build
Advertising campaign: RECYCLING BAGS
Agency Producers: Celso Groba (Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Creative Director: Marcio Juniot (Leo Burnett Tailor Made)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Account: Pablo Arteaga (Leo Burnett Tailor Made)
Agency Producers: Rita Costa (Leo Burnett Tailor Made)
Art Directors: Mauricio Mori (Leo Burnett Tailor Made)
Account: André Silveira (Leo Burnett Tailor Made)
Copywriter: Carla Cancellara (Leo Burnett Tailor Made)
Account: Luciana Zappala (Leo Burnett Tailor Made)
Planner: Marcello Magalhães (Leo Burnett Tailor Made)
Agency Producers: Maria Fernanda Moura (Leo Burnett Tailor Made)
Client´s Approval: Vinicius Danieli (Carrefour)
Art Directors: Vinicius Pegoraro (Leo Burnett Tailor Made)
Client´s Approval: Adriana Muratore (Carrefour)
Media: Fernando Sales (Leo Burnett Tailor Made)
Agency Producers: Noemi Marques (Leo Burnett Tailor Made)
Art Directors: Ricardo Alonso (Leo Burnett Tailor Made)

Client Brief Or Objective
Our objective was to create an idea for Carrefour to encourage people to recycle their rubbish, and at the same time to strengthen its image as an environmentally friendly company. We realized that most people approve of the idea of recycling, but many of them do not practice it because of a lack of appropriate bins or a shortage of space for these bins in their homes. We saw an opportunity to change this reality.

Implementation
In Brazil, supermarket shopping bags are widely used as trash bags. So, we designed colorful plastic shopping bags for Carrefour so that after their customers had unpacked them, they could be used to recycle waste. They have specific colors to show what kind of materials should be discarded in them: paper, plastic, metal or glass. So people can selectively collect rubbish at home without the need for specific dumps. The recycling bags were distributed in test Carrefour supermarkets. Our goal was to have 8% of our target beginning to recycle.

Execution
We transformed plastic shopping bags into an ally. In other words, we recycled shopping bags, turning them into something that helps recycle waste. To further reduce the environmental impact, the bags are made of biodegradable material. This idea is very appropriate to the momentum of the brand in Brazil, since Carrefour is currently strengthening its image of responsible company. Plus, this idea connects the brand and its clients to a good cause.

Outcome
The response was extremely positive, with a lot of coverage by the local media and in their own supermarkets. At the same time as Carrefour helped the environment, it has been recognized as an environmentally friendly company by its customers.