The Recycling Dance
Summary: “Hora Reciclării” turned a legal mandate into a real social movement. Instead of lecturing Romanians about rules, we sparked national pride: recycling wasn’t a duty, it became a way to clean up Romania together. Against a background of skepticism, mistrust, and low recycling habits, we made people believe again.
Lead Agency(s): LEO BURNETT
Contributing Agency(s): Media Investment, MSL The Practice
Client / Brand: RetuRO SGR
