Through this initiative, RECYC-QUEBEC aims to raise public awareness about the importance of reducing the amount of waste Quebecers generate, by adopting more sustainable consumer habits.
Intended as a collective wake-up call, this new campaign highlights the scope of the problem and the various things we can all do to fix it.
“These days, we all need to be smarter, more responsible consumers. The idea is to make people and businesses think about their consumption habits and consider alternative ways to minimize the amount of waste produced in Quebec each year,” said Richard Rochette-Villeneuve, Creative Director at Cossette.
By featuring mountain climbers scaling a huge heap of garbage, Cossette wanted to get people’s attention. The video shows the categories of waste materials that have the greatest environmental impact, namely construction, renovation and demolition waste, recyclable materials, organic waste, bulky items like furniture and household appliances, and textile waste. Since solutions such as recovery and recycling have their limits in the face of this environmental challenge, RECYC-QUÉBEC wishes to emphasize the importance of consuming better and taking action upstream.
Credits
Advertiser: Gouvernement du Québec
Agency: Cossette
Creative: Richard Rochette-Villeneuve, Sébastien Forget, Nicolas Baillargeon
Strategy: Marie Vaillancourt, Hugo Martin-Bonneville, Charles-André Marleau
Product: Pierre-Antoine Lavoie, Nicole Laplante
Production agency: Septième – Joannie Roy
Media agency: Cossette Media
Production house: 4ZERO1
Director: François Jaros
Post-production: SHED
Sound: Circonflex
Taken from: https://www.cossette.com/en/newsworthy/recyc-quebec-residual-materials-are-reaching-new-heights