There's something strangely Canadian about Stella Artois' campaign in the UK promoting its recycling policy.
The advertising campaign promotes cans made of 50% recycled aluminium, bottles made of 75% recycled glass, with corrugated packs, paper and cardboard point of sales material made from 100% recycled paper. The campaign is associated with the Hedges project, in which every 18 x 284ml pack purchased results in a tree being planted by Stella Artois, supported by The Tree Council and the National Hedge Laying Society.
The print and outdoor advertising campaign uses photography by Nick Clements and design by Cristiana Couceiro. Notice something distinctly Canadian?
According to this post and the comments on The Canadian Design Resource, designer Cristina Couceiro, who did this work for Mother London, has a thing for the CBC logo. Here's another poster she created before working on Stella's campaign.
It's not quite clear what's going on here. As one blogger wrote, 'ironically, the campaign title is “Recyclage De Luxe”, and the message below it reads “Our cans are made of 50% recycled aluminum”. But I can’t seem to find “and our campaign was created using 50% recycled logos” anywhere.'
What is clear is the campaign is getting much attention.
Here's the most recent episode of Le Recyclage de Luxe Show with host Alain du Monde, live from 1963 - the first Eco Chic show on Le Toube. In French of course, with English subtitles.
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