The Green Group company, specialized in the management, recycling and recovery of various types of waste, intended to declare war on landfills in Romania by introducing the first waste collect-and-reward devices placed in retail outlets (CORA, Auchan, and Carrefour). Our challenge was to encourage people to use these devices, and at the same time to make them aware of the economic value of their waste.

We designed the „Smart Recycling” campaign as the first to simultaneously present the economic, social and environmental advantages of waste collection and recovery. Our actions focused on three directions. First, we partnered with public institutions in the reveal events. We increased the prominence in the press of issues related to the economic value of waste by conducting a study on the recycling behavior of Romanians, supplying press releases, arranging interviews with Green Group representatives and factory visits. Not in the least, we encouraged the public at large to use collection devices, creating a common identity for Green Group collection devices and the communication campaign as a whole. Thus the Green Recycler and the Green ATM were born – two cute and friendly robots who promote intelligent recycling on Facebook (, and on the website.


Campaign Results

  • Between March and July the campaign generated over 150 news reports in TV, print, and the online media, with an estimated audience of 2.5 million people, and the idea of “smart recycling” was injected into the discourse of the media.
  • The Facebook page of the campaign gathered in just three months over 5,000 fans, actively involved in the community and interested in recycling. While at the present time the Green Recycler and the Green ATM can be found in 10 cities, people in other 21 cities have expressed interest in them.
  • Approximately 2,000,000 PET packages and aluminum cans were collected between March and July 2013.
  • Approximately 4,500 home appliances and consumer electronics (13,500 kilograms) were collected as waste in March-July 2013.