Nespresso has a Sustainability Program that aims for a fully sustainable production cycle in a few years from now. Meaning that all Nespresso capsules will be recycled. To help increase the recycling numbers we were chalenged to raise awareness for this issue showing Nespresso clientes the importance of recycling and at the same time justify the use of aluminium in their capsules.

When a brand like Nespresso wants to show its commitment towards a more sustainable future, the first thing to do is to justify the use of aluminium capsules. Our challenge was to prove not only that aluminium is 100% recyclable, but also that it can become another beautifully designed object. So, instead of a traditional campaign, we did just that, a whole new Nespresso creation - The Nespresso Ecocamera - A pinhole camera made from 100% recycled aluminium capsules. And what does recycling and taking pictures have in common? Well, they are both two different ways of keeping our world just the way we see it today.

And what better way to show it than a photo exihibition with the work of well known photographers? A challenge that took the courage to go back to the basics of photography and surprise everyone with amazing photos. The exhibition led to countless

With so many brands talking about recycling, messages can quickly become pure noise. We had to go one step forward and show, by example, that recycling has in fact a huge potential to generate new products. People can get suspicious and we really had to prove that Nespresso uses Aluminium because it is 100% recyclable and therefore a resource with infinite possibilities. And what better way of keeping the world has it is, than a Camera?

1000 cameras were produced from zero, and on May 16th of 2018 the Ecocamera was launched with an exhibition with the work of well known photographers, who had the courage to go back to the basics of photography and surprise everyone with amazing pinhole photos.

Thanks to the media generated by the exhibition, the 1000 cameras that were sent to Nespresso boutiques disappeared in just 48 hours in exchange for bags full of used capsules.

The Ecocamera launching exhibition led to countless media impressions and ultimately to the success of a promo where, in exchange for bags full of used capsules, Nespresso customers won all the 1000 cameras produced, in only 48 hours.