(Creation of the week) “We’re not giving up!”, new campaign from Citeo – Budgets > Agencies

Insight

For the third opus from the “We’re not giving up!” saga, Citeo, whose mission is to reduce the environmental impact of packaging and paper, chooses to communicate on the fight against abandoned waste. Indeed, 1% of household packaging placed on the market each year in France ends up on the ground in the street, unintentionally or not. This represents 6.4 million packages that end up on the ground every day. The mission-driven company is launching an awareness campaign.

Device

With its “We’re not giving up” campaign, Citeo is fighting against the feeling of guilt that could be counterproductive and is continuing to invest in its image as a “coach” who encourages the French to continue their efforts on a daily basis. to make the French “everyday heroes”, The campaign plays with the codes of cinema which offer a rich and consistent territory of expression on all offline and online channels. In a light and humorous tone, the campaign shows that the act of abandonment is not necessarily the work of an “uncivil thrower” (it can happen to all of us to let a piece of waste slip away) and that a small gesture can have a big impact on oneself, on one’s living environment or on one’s environment. The three TV films depict situations in which every French person can identify. The heroes, Lucas, Abdel and Caroline, are confronted with the famous sticky paper, the packaging that flies away, or the recalcitrant can that falls right next to the trash can. So many moments where we can sometimes be prone to letting go. But at the decisive moment, everyone pulls themselves together, self-encourages and does the right thing. A consciousness embodied by an external element that comes to life. A movie poster, an advertisement in a magazine or even an airbrush painting on a heavy goods vehicle invite our heroes not to give up! This campaign also materializes in an advertising hackwhere one of the coaches from the films calls out to passers-by in the street to motivate them not to leave their waste in the street. An innovative way to make Citeo’s role on this issue concrete and viral.

Goals

This awareness campaign invites everyone to adopt simple actions to avoid pollution linked to abandoned waste.

The opinion of Jean-François Gérard, associate director of the Belle agency

“With Citeo, we wanted to explore a new, very positive advertising territory, removing the guilt about the problem of sorting waste via a platform called “We’re not giving up!”. The first part concerned sorting in trash cans, the second discussed sorting glass and the new one concerns abandoned waste. These are complex subjects that require a lot of teaching. Citeo wants to make the subject friendly and funny. Through this campaign, we have made the subject of abandoned waste is everyone’s business, by absolutely avoiding stigmatizing behaviors and encouraging the French to never give up, everywhere, all the time. To do this, we describe moments of “small weakness” that each of us has experienced. The characters are filmed in a car, a park, a train station, in everyday situations and are representative of the entire population. The national campaign continues this summer with poster campaigns around the world of cinema and in partnership with JC Decaux via an interactive device in front of a bus shelter. The “coach” posture is deployed on all media. The production of the films is signed by the production company “Division” and Thierry Poiraud.