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Video engages consumers in the brand's ‘Recycling is a Beautiful Thing’ campaign
Arrowhead Brand 100% Mountain Spring Water is taking another step toward educating consumers about the value of recycling with the unveiling of a new stop-motion video. The video supports the brand's commitment to getting consumers excited about recycling and increasing recycling rates by featuring visuals that were created out of recycled materials.
Produced by Bent Image Lab, based in Portland, Ore., the one-minute video tells the story of the endless possibilities that can come from recycling. It informs consumers that most recyclable plastic bottles actually end up in the trash — in California alone, more than 2.8 billion plastic bottles ended up in landfills in 2011 — but stresses that the more we recycle today, the more materials can be reused tomorrow. The animatic eventually portrays a picture of a 3-D landscape, followed by an Arrowhead label from which the 0.5-liter ReBorn bottle emerges.
The video was created to emphasize the message behind the brand's "Recycling is a Beautiful Thing" campaign, which was launched in November 2012.
"We're excited to demonstrate that recycled materials have significant second-life utility," said Gigi Leporati, brand manager for Arrowhead. "If you look closely at the imagery in the video, you'll see it translates some recyclable materials found in landfills into an artistic and environmentally thoughtful statement. Through this video, we hope to motivate consumers to recycle more and think about recycling in a new way."
The interactive campaign is hosted on a dedicated tab on the Arrowhead Facebook page. In addition to the video, the page also highlights statistics about recycling and showcases still life and found object art pieces crafted from recycled materials.
The 0.5-liter ReBorn bottle launch was celebrated in the San Francisco area with a volunteer recycling and beautification event in partnership with Keep California Beautiful on America Recycles Day. To further assist local recycling efforts in San Francisco, Arrowhead unveiled four solar-powered BigBelly waste and recycling stations at the event, which the brand is sponsoring for one year.
Click here to watch the video.