"We want plastic in the sea": the campaign for Plures Alia

A plastic bottle in the sea that turns into a boat hull, an aluminum can on the sidewalk that becomes a bicycle, a sheet of paper on the grass that finds new life as a newspaper. These are some of the symbolic images from the new communication campaign promoted by Plures Alia, airing in November and developed in collaboration with Mashfrog Group.

Inform and engage

The initiative was created with the goal of informing and engaging citizens, schools, and non-domestic users—those who generate urban waste in the areas served by Plures Alia—by promoting greater awareness of the value of packaging materials and their proper disposal.

The creative concept is built around a series of bold, thought-provoking headlines that serve as just the opening of the campaign: "We want plastic in the sea, aluminum on the streets, paper in the parks, Tetrapak in the sky, and glass on the walls." A nearly dystopian payoff that grabs attention, only to shift to a positive resolution in the second half of the message.

Packaging can truly return to city streets, parks, or the open sea—but only after being placed in the right bin and given a new life. As boat hulls, bicycles, newspapers, components for sustainable construction, or glass bricks.

Provoking to educate

The campaign is defined by a direct and provocative tone of voice and impactful visuals, split into two halves: on the left, the image of waste abandonment and decay; on the right, the new life of the packaging. Always in the same location, but in a new form that highlights the value of recycled materials and the virtuous behavior of users.

The provocation ("We want plastic in the sea," "We want Tetrapak in the sky") isn’t a contradiction, but a device to spark active reflection: packaging isn’t waste to be discarded, but a resource to be regenerated. The goal is to engage and empower the target audience by clearly showing how proper disposal can turn an everyday gesture into a meaningful action for the environment and the community.

Multi-format, multi-channel campaign

The campaign is multi-channel and multi-format, designed to effectively reach all target audiences. It features five main subjects (plastic, glass, paper, aluminum, and Tetrapak), a 30-second video spot for TV and web with DCP adaptation for cinemas, a 30-second radio spot, as well as static and digital materials (posters, flyers, informational leaflets, shopping bags, roll-ups, and "yes/no" postcards to promote correct behaviors). It also includes static and animated web banners, ADV formats, and cards for social media communication campaigns.

"The goal of our communication is primarily to keep users of all ages engaged with our core mission: maintaining urban decorum and promoting the circular economy by encouraging responsible behavior,” explained Giuseppe Meduri, Director of Communications and External Relations at Plures. “This campaign supports that goal with a different tone, aiming to make each of us reflect on how our everyday actions can contribute to the well-being of the planet."

"To keep attention focused on a topic that’s part of our everyday lives—like the proper disposal of packaging—we chose to rely on a strong narrative and visual twist,” explained Elisa Barbagli, Delivery Manager of the Content & Creative Solutions Area at Mashfrog Group. “The initial message is provocative, but it transitions smoothly in the second part of the campaign content. It’s a deliberate choice that helps grab attention immediately—on social media, TV, radio, or city streets—and conveys the importance of the message: proper packaging disposal can lead to new opportunities."