Umicore is one of the world’s largest recycling companies for precious metals. They extract every milligram of precious metals from catalysers, e-scrap and electronic products, and that is extremely important for the environment. Cool guys, those Umicore folks…. But have you ever taken a look at the international recycling trade literature? Booooring! Monster machines, extremely serious-looking leading-edge technological detailed photography, gigantic heaps of waste…. and not a person in sight. Or even a chicken.

When Umicore asked us to develop an international product campaign, we knew one thing for certain: we would not be recycling the typical, cold advertisements so common in the sector. We are going for total disruption. We wanted to go for a human campaign, with a sympathetic eye. “Okay,” the cool guys from Umicore said. “But the products are e-scrap, industrial catalysers and vehicle catalytic convertors.” Yeah, right.

The campaign will appear in all of the international trade publications and will also be used internally.