Eurobest

Tutorial For Good

PUBLICIS ITALY, Milan / LEROY MERLIN ITALIA / 2016

Awards:

1 Bronze Eurobest
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Overview

Entries

Credits

OVERVIEW

Background

All the companies that deal with DIY produce and upload online DIY tutorials; all of them have the same problem: after the shooting, the materials used cannot be recycled and are thrown away. Leroy Merlin - the biggest DIY store in Italy – needed a format to realize their tutorials differently.

Execution

Instead of filming our tutorials in studio, we have created a new format to achieve zero waste. We shot the tutorials inside Charities to renovate them.

We start from Casa della Carità, which is a shelter home in Milan. Instead of wasting the material used during the shooting, this same material and tutorial renovated the shelter homes.

By doing this, we helped a Charity that hosts more than 1200 people monthly.

We put Tutorials on You Tube, each of them ends with a call to action for other Charities. Tutorial for Good has become a format and it is now available to all needy charities. More than 40 have already adhered to the project.

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