Context
VEGA came to us with a challenge. They wanted to get rid of the single-use plastic cups that was littering the floor after concerts, and replace them with a reusable system.
Real change in an industry of rock'n'roll. But how to do this and still safe guard the edge that keeps VEGA the most iconic live music venue in Copenhagen?Direction
Reuse was the mission. We made it the concept.
The cup and campaign design was made out of collages of 25 years of VEGA posters that we found backstage at VEGA nicely archived. Quite literally championing reuse by reusing.
This visual reuse aesthetics extended across film, outdoor and physical touchpoints.
The campaign ran under the headline "Return to the bar".Impact
The initiative transformed a practical change into a cultural one. CSR communication has never looked more sexy.
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.
