Third Life
Most brands talk about recycled plastic as a material. We chose to tell its story.
Fructis bottles are made from recycled plastic and are recyclable again. Instead of focusing on sustainability statistics, we brought the circular journey of plastic to life through a simple, emotional idea: every bottle deserves another chance.
The campaign follows a familiar plastic bottle as it ascends towards the clouds, accompanied by triumphant, almost heavenly music. But this isn't the end of its journey. It's a rebirth. The bottle is transformed into a new Fructis shampoo bottle, ready to begin life again.
Plastic Karma
Built around the line "We give plastic a second life. Help us give it a third," the campaign turns recycling into a continuous cycle rather than a final destination. By borrowing the visual language of ascension and redemption, it gives new value to an object usually considered disposable.
A playful yet meaningful way to remind people that the story of plastic doesn't have to end after a single use.
