ACN®
2019
Aero Clean Nation
In a bold and innovative effort to raise public awareness about recycling issues, Alliance Carton Nature, in collaboration with Artefact agency, launched a unique campaign by creating Aero Clean Nation, a fictitious startup. This initiative was bolstered by a partnership with renowned explorer Mike Horn, to promote a provocative and fictitious recycling "solution": sending waste into space. This unprecedented approach was designed to draw attention to the importance of recycling in a way never seen before.
The true and profound goal of this surprising campaign was to unveil a real and effective recycling alternative: the 100% recyclable cardboard brick. With this creative initiative, Alliance Carton Nature aimed to demonstrate the absurdity of certain extreme "solutions" for waste management, while highlighting a more sustainable and environmentally responsible method of recycling. It was a strategic approach to change public perception and encourage environmental awareness.
To launch this campaign, a viral video featuring Mike Horn was released, promoting a fictitious product – a helium balloon to send waste into space. A website simulating an e-commerce platform was set up to support this promotional video. On this site, the real message of awareness was revealed by Mike Horn through simple user interactions, such as a click or a page scroll. This ingenious method effectively surprised users, turning initial curiosity into significant awareness about recycling.
