Danish Deposit & Return System

Plastic Fantastic

PROBLEM

Plastic gets a bad reputation. But fact is that plastic is actually a fantastic ressource as long we recycle it.

IDEA

To make people aware of this, we turned Denmark’s beloved No. 1 Plastic Queen into the ambassador to recycle it.

RESULTS

• Highest amount of bottles and cans ever recycled in Denmark

• 83,506,000 media impressions

• 2,408,786€ in earned media