RE-IMAGINE PLASTIC

Long description

There is an ever growing focus on sustainability in modern society and there is a general awareness that plastic is an environmental problem at every stage of its lifecycle. We believe there is a large latent and untapped need from consumers for recycled plastic products.

Unfortunately we also see that plastics are still not sufficiently being recycled, and more often get down-cycled or incinerated. This is partly because recycled plastic is still seen as an inferior material and industry shows a lack of motivation to shift from new to reused plastics. 

We want to change this system by showing that high quality recycled plastics are already available. We want to lift recycled plastic up to a new lifestyle and treat it as a new raw material, with its own properties, tactility, rules and emotion. We want to add more value to recycled plastic by showing its unique aspects and beauty in a convincing and inspirational way.

We intend to visualise this new material and lifestyle in a fashion film, a photoshoot and an interactive experience that will serve as visual and tactile stimulation where designers and product innovators can experience and be inspired by recycled plastic.

This campaign will show what recycled plastic can mean in our society and at the same time inspire designers and innovators to recognise that the material has the potential to have beautiful applications that distinguish itself from virgin plastic and thus help consumers adopt this lifestyle change.

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