Havas’ fresh campaign makes waste sorting a no-brainer
EKO-KOM is the organisation responsible for advocating for waste separation in the Czech Republic. Our campaign for the Organisation, entitled “Make sorting a way of life,” blends creativity with meaningful action, demonstrating how a forward-thinking approach can tackle even the most mundane tasks like waste sorting, turning them into engaging, society-wide habits.
By showcasing real-life scenarios and weaving the concept of sorting into the fabric of everyday activities, the campaign demystifies the process, making it feel less like an additional task and more like a natural part of living responsibly in the modern world. It’s about changing habits by changing perceptions, showing that if waste sorting can fit so easily into our lives, why wouldn’t we do it?
Through a mix of digital innovation, creative storytelling, and a dash of humour, the campaign illustrates the universality and simplicity of sorting, making it relatable to a broad spectrum of the Czech population.
Spotlight on Young Talent
The campaign features a killer video directed by Míša Poláková produced by Monte-Video production company, a custom landing page, YouTube spots and a whole bunch of social media magic.
Young, avant-garde theatre group Maso Krůtí was also enlisted to bring their talent and influence to the campaign, with dancers Eliška Soukupová and Denis Šafařík leading the charge.
Havas’ work emphasizes imaginative, bold communication, and “Make sorting a way of life” exemplifies this by positioning environmental responsibility as an accessible, worthwhile part of our life.
Bold, imaginative communication. The Havas way.