What we did:
The large amount of industrial waste, resulting from the production activity inside the plant, must be recovered to give a second life to the various waste materials.
The communication intervention undertaken aims to sensitize the workers employed in production to issues such as:
- environmental sustainability
- requalification of materials
The proposed campaign aims to represent a breaking point compared to the communications undertaken so far by the company.
Pay attention to what you see. Be careful what you do.
The visual re-proposes the ink blots used by Rorschach in psychoanalysis.
On these stand out the unmistakable silhouettes of some objects used daily in the Leonardo factory.
The copy, through a tone of voice ironic and provocative, it uses playful expressions of common (almost dialectal) speech in an informal way and arouses the interest and curiosity of the reader by awakening their attention.
The clarity ofheadline emphasizes the importance of a simple gesture, which can mark a clear boundary between a "healthy" and a "pathological" behavior.