Creation of an informative and awareness campaign to reintroduce the separate collection of organic waste, which was previously being disposed of together with residual waste. ASM faced the challenge of communicating to citizens the need for an additional effort in waste separation—an initiative that would slightly raise service costs, but ultimately offer significant environmental benefits for the entire community.

Mercurio Studio structured the campaign into two strategic phases to guide citizens through this transition. The first phase, with a playful and engaging tone, introduced a new heroine in town: a little girl with the superpower to turn organic waste into energy. The claim “There’s a new hero in town” sparked curiosity and prepared the public for the topic.

To make the message even more impactful, a series of video spots and a guerrilla marketing action were launched. Biodegradable graphics were painted on the pavement near collection points using a special yogurt-based eco-friendly paint—a solution that reinforced the ecological spirit of the campaign.

The second phase, more informative and hosted also on the website, delivered a clear and direct message with the payoff “Everything transforms”, illustrating how organic waste is converted into clean energy and highlighting the benefits for the community.