Cypres proposed a number of concepts. One of them was further developed and elaborated into a series of deliverables for the workplace: posters, wobblers, rubbish-bin stickers, cupboard hangers and floor stickers. Central were various waste items with aeroplane wings, under the headline ‘Give your rubbish the right destination’. Each winged item was hyper-realistically produced in 3D.

At least two elements are decisive for this sort of internal campaign: the images should catch the attention, ideally in a playful way, and they have to do so in the place where action is needed – in this case, where the waste is produced. Then the message can directly bring about the right action.