Aluminium Can Waste — Reimagined
I participated in the yearly Student Print Competition held by Dubai Lynx. With this campaign, I achieved an incredible feat where I was among the top 10 shortlist amongst 200 submissions across the MENA region
Brief
Emirates Environmental Group initiated the Can Collection Campaign project which happens to take place during two days in a year. The first one, 'Can Collection Day', occurs the last Thursday in February and the second one, 'Can Collection Drive', happens on the last Saturday in October. The Emirates Environmental Group aims to advertise the upcoming 'Can Collection Day' in order to increase number of participation for the event.
Opportunity
There is not enough participation in the Can Collection Day.
One of the major reasons can be because they are not aware of the possibilities an aluminium can possess, and its potential if when recycled what it can achieve! and so with this campaign, I wanted to highlight the possibilities of recycling.
Insight
Compared to plastic, aluminium is 100% recyclable. Moreover, its possibilities when recycled is very broad example. Aluminium Cans can be recycled into airplane parts, bicycles parts, car parts, building facades and more.
Solution
An advertisement that targets entrepreneurs and decision-makers, who can influence their employees to take part in the Can Collection Day.
This advertisement would be placed in a business magazine such as African review, Bloomberg, Forbes, etc. The transparent page in the advertisement operates as a means to visually show how easy it is to collect cans and transfer them to other products.
This advertisement has the potential to be a part of a broader campaign to feature other products, such as bicycle parts, car parts, and building facades.
This campaign will occupy three pages.
The page on the left has an airplane image with its subject being the engine.
The middle page will be transparent with a red can printed on it.
Finally, the right page will have a beach background on it.
The can will flip right to left when the viewer flips the transparent page.
The otherwise hidden text will be revealed, which states ‘Local Action, Global Reaction. It’s as easy as turning this page’
When the page is flipped to the other side. It rests on the airplane engine, The text on the other side of the transparent page explains further;
‘It’s more than just a can on a beach’
Humans recycle 105 million cans a year. There is enough to build more than 70,000 Boeing 737 airplanes — almost 10 times the total number of 737s ever built.