Consorzio Ricrea Acciaio: Capitan Acciaio

Ricrea, a steel brand, increased awareness of steel recycling in Italy by creating a character, Captain Acciaio, who explained how to recycle steel in a series of videos.

Campaign details

Advertiser: RICREABrand: RICREAAgency: Black & White ComunicazioneCountry: Italy


We looked for a strong creative idea for an unappealing subject to the audience such as the steel packages waste sorting. In Italy few people really know the real value of steel, one of the most sustainable material that recycles forever.

We needed a multipurpose character who might help in defeat traditional cliché on waste sorting and show citizens to recognise steel packages and their "life".

We needed to inform citizens, collection companies and authorities on benefits from steel packages waste sorting,...

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