Efficient content: ‘Simple and stupid’ story. This is the story of humanized batteries making their way to the nearest collection centre, trying hitch-hiking, tramway, bus and asking people in the street.Innovative message and communication channels: A Video hosted in Dailymotion (rich media banners) is relayed by bloggers and influencers. The user is redirected to a micro-site recreating the ‘Battery’ urban universe: features the full collection of videos (some are hidden), a dictionary of the ‘battery’ language (“impertinent”) and an introduction to the most famous ‘battery’ celebrities (“Pill Clinton”).