It is so easy to be good.

creative agency: Stefan Schmidt (Executive Creative Director, Kastner Frankfurt) Till Wagner (Managing Director & Head of Strategy, Kastner Frankfurt) Carsten Bug (Creative Director, Kastner Frankfurt) David Emmer (Creative Director, Kastner Frankfurt) Philipp Janz (Senior Text, Kastner Frankfurt) Katja Heinbuch (Account Director, Kastner Frankfurt) Lara Aktaran (Junior Account Manager, Kastner Frankfurt) Sebastian Weil (Production, Kastner Frankfurt) client: Johanna Perret (Head of Marketing, RECUP) Stefanie Schwegler (Project Manager Marketing, RECUP) Greta Mager (Press & public relations, RECUP) Hannah Lauer (Animation, RECUP) Insa Keilbach (Animation, RECUP) photographer: Peter Schauwienold (Photographer) PR: Harald Nebel (PR Consulting) media agency: Miriam Scheel (Mediaplaner, DunkelGrün) Roger Mohr (Mediaplaner, DunkelGrün)

CHALLENGE: Germans love take-out drinks and food. But every year we produce 280.000 tons of garbage from single-use-cups and -bowls. A huge problem that the start-up RECUP tackles with reusable cups and bowls for a small refundable deposit. 

There were two challenges: Facing strong competiton from other systems RECUP needed to push their brand awareness. At the same time they had to raise awareness for the garbage problem itself that many users still ignored. IDEA: Single-use-products are wobbly, hard to recycle and often end up in nature. RECUP and REBOWL on the other hand are durable, reused and will be recycled at the end of their life. We decided to present this perfect opposition as what it really is: The difference between Good and Bad. SOLUTION: Choosing between Good and Bad should be a no-brainer. And with RECUP and REBOWL it couldn’t be simpler. So we launched the brand´s first integrated campaign with the tagline „It´s so easy to be good.“ using social media (FB, IG, LinkedIn), out-of-home in 5 major cities and PR. In side-by-side visuals we presented RECUPs and REBOWLs next to single-use-products. Short headlines compared them to antagonists that are commonly known to be good and evil. Here Greta, there Trump. Here Luke, there his father. Here the fans, there the FIFA. More than 20 pairs including up-to-date topics and local insights inspired the audience and the press. Leading to user generated content for our out-of-home screens and 60 articles in national press.