Context
VEGA and Tuborg set out to replace single-use plastic cups with a reusable system.
The challenge was both positional and behavioral. Introducing the initiative while shifting guest behavior toward returning the cups.Direction
We approached it as a cultural shift, not just a functional change. Reuse became the concept.
Using 25 years of VEGA posters, the cups themselves carried the message—turning reuse into a visible and tactile part of the experience.
The same visual logic extended across film, outdoor and physical touchpoints.
Product, identity and communication were developed as one.Impact
The initiative transformed a practical change into a cultural one.
Reuse wasn’t enforced. It became part of the experience.
VEGA and Tuborg wanted to cut down on throw away plastic, and introduced new washable cups. We created the concept, the cups and the campaign.
The idea was to create new unique collage-based cup designs based on vintage VEGA posters — the essence of reuse.
The campaign ran as a massive OOH covering busstops, beer trucks, posters and onsite.
