Norwegians are world champions in depositing and recycling bottles and cans. A simple and effective system guarantees the consumers a deposit cash refund when returning empty packaging. We call it “the PANT system”.

But Infinitum is not satisfied until EVERY can and bottle is recycled through their system. They want to achieve 100%. Their core strategy is therefore to remind the consumers of the value of depositing: The environmental value and the actual value for the consumer: the refunded cash.

Norwegians also excel at one more thing: donating money to charity.

Every year, the national broadcasting channel hosts a national fundraiser ”TV-aksjonen” ("The TV Appeal"). Volunteers raise money by walking door to door with signature donation tins.

The idea: create the world’s first donation tin for bottles and cans. Infinitum could remind Norwegians about the value of cans and bottles and at the same time contribute to a good cause.

Celebrities and volunteers walked from door to door and attended big events - offering people to donate their bottles and cans in the same way they normally donate cash.

A large number of Norwegian celebrities and politicians participated in the campaign, which helped the event generate coverage in national news broadcasts, national papers etc, and a unique news interview with the prime minister was arranged when the campaign literally knocked on her door at home.

We had to make sure the TV-appeal organization itself approved for the initiative. They sure did! Our campaigns goal was to donate the value of all the bottles and cans collected to the 2014-project (water supplies in Africa). Their endorsement resulted in great promotion for our campaign.

Secondly, the target was to find a person with great appeal in the population to promote the stunt. We got the prime minister herself onboard. She promoted the initiative on national news the evening before the campaign day.

Next: we needed good ambassadors to get the media and peoples attention throughout the day. By getting famous artists and sports personalities to engage (without payment), the story was already out there: in social media, online news, news broadcasts - you name it. The main campaign took place in Oslo, but the message spread out to the whole nation.

Most celebreties participated in the campaign without cost. The most active ones got a small fee, 150.000 NOK

We produced the donation tins at a very low production cost. Infinitum got a special deal and only spent 100.000 NOK to produce them.

The event agency planned the whole collection day with representatives around the city, organizing the volunteers.