Milan, March 21, 2024 - The new campaign by CoReVe, the National Consortium for Glass Recycling, will be on air starting March 24th. This year, the campaign aims to communicate the importance of the quality of glass collection, a material that is immortal, 100% recyclable, and infinitely reusable, like glass itself.

Following the success of last year's campaign inspired by an iconic song by Carrà, also awarded by Moige – the Italian Parents Movement – as the best family-friendly communication, CoReVe chooses "Let Mom Send You" written by Luis Bacalov and Franco Migliacci and made famous by Gianni Morandi in 1962.

In the remake proposed by Serviceplan, the popular song is used to emphasize the right behaviors for proper glass recycling, inspiring especially the younger generation, thanks to the rhythm, joy, and familiarity of an evergreen piece that makes it easy to memorize the fundamental rules to ensure quality.

The quality of collection represents a fundamental goal for glass recycling in Italy: According to a study commissioned by CoReVe and conducted by AstraRicerche on a sample of about 1500 people, 9.1% of Italians admit to not being sufficiently skilled in recycling glass, and among young people, the percentage of those who do not give themselves a passing grade rises to 18%. Among the most common mistakes Italians make in recycling glass are the inclusion of glassware (71%), window glass (42.9%), and crystal (22.9%) in the collection. 2 out of 10 Italians also throw glasses lenses into the glass collection bin, and 14% throw light bulbs. Porcelain objects like cups and saucers and borosilicate glass dishes end up in glass collection in 8% of cases.

"A better collection of glass, in terms of quantity and quality, has a positive impact on the environment but also economic for municipalities that could also use it to reduce local waste taxes for citizens. So, this year too, we decided to invest in a massive campaign following the success of 'How beautiful it is to recycle from Trieste down,' which has become a real hit for both young and old. This year, the message we would like to convey to all Italians is to improve collection by avoiding the most common mistakes. A real handbook on how to make a perfect glass collection, and to do this, we have chosen another icon of Italian music, and we are very pleased that even Gianni Morandi has expressed his appreciation for our remake, witty and hopefully instructive on correct recycling," - says Gianni Scotti, President of CoReVe.

The campaign created by Serviceplan includes planning by ICS adv for a 30-second TV commercial on the main television channels, simultaneously on Mediaset networks on Tuesday, March 26th at 9 pm, on radio and digital and social platforms. An OOH campaign is also planned in the cities of Milan, Rome, Turin, Florence, and Genoa. Social content has been developed in collaboration with ICS adv.

"We are proud to continue collaborating with CoReVe to create communication projects capable of generating a positive impact for the community and the environment. Over the years, we have been building a coherent and distinctive brand language, capable of combining education and entertainment, to communicate even more complex themes in the simplest way possible. This is how the new campaign was born, and so glass will be reborn again and again," - says Stefania Siani, CEO and CCO of Serviceplan Italia.

Credits:

Agenzia: Serviceplan Italia
CEO & Chief Creative Officer: Stefania Siani
Direzione creativa: Giuliana Guizzi, Salvatore Giuliana
Art Director: Giulia Usberti Fellini
Copywriter: Monica Procida
Account Director: Chiara Antonetti
New Business Director: Ilaria Mosca

Regia: Fabrizio Conte
Musica: Fabio Gargiulo per Bkm Production
Edizioni musicali Sugar Music
Casa di Produzione: MAKE
Social&Media: a cura di ICS adv

CoReVe, operating within the CONAI system (National Packaging Consortium), is the national non-profit consortium responsible for achieving recycling and recovery targets for glass packaging waste produced in Italy. It is a dynamic organization that responds to the extended producer responsibility, constantly seeking new solutions to optimize the environmental sustainability of glass packaging intended for consumption.