Repeat after me
To launch a new eco-refill pouch, we borrowed a lesson everyone already knew.
Inspired by the endlessly repetitive language classes generations of French people grew up with, the campaign hijacks the codes of the famous "Repeat after me" learning method. The kind of lessons where you repeat the same sentence over and over until it becomes second nature.
Because that's exactly how habits are formed.
In the film, a little girl takes on the role of the teacher, turning her living room into a classroom and her family into reluctant students. Standing in front of a blackboard, she drills them on a new lesson they need to learn: refill your shampoo bottle instead of throwing it away.
The role reversal is simple but powerful. The children who will inherit the planet become the ones teaching adults how to take care of it.
By transforming an environmental behaviour into a lesson everyone can instantly recognize, the campaign turns a sustainable gesture into a reflex.
Refill after me
Refill. Reuse. Repeat.
Because the best way to make a gesture stick is still the oldest teaching method in the world: repetition.
