LINO'S NEW LIFE

TitleLINO'S NEW LIFE
BrandFATER
Product/ServicePAMPERS
Category B05. Corporate Purpose & Social Responsibility
Entrant SAATCHI & SAATCHI Milan, ITALY
Idea Creation SAATCHI & SAATCHI Milan, ITALY
Credits
Name Company Position
Bruno Bertelli Publicis WW Global Chief Creative Officer Publicis WW
Kate Stanners Saatchi & Saatchi Global Chief Creative Officer
Manuel Musilli Saatchi & Saatchi Executive Creative Director
Elena Cicala Saatchi & Saatchi Associate Creative Director - copywriter
Fabio D'Alessandro Saatchi & Saatchi Associate Creative Director - Art Director
Camilla Pollice Saatchi & Saatchi Chief Executive Officer
Erica De Monte Saatchi & Saatchi Account Director
Laura Squintani Saatchi & Saatchi Account Executive
Rossana Coruzzi Prodigious Art Buyer _ Prodigious
Elisabetta Travet NA Illustrator
Ignazio Morello Saatchi & Saatchi Video Creative Coordinator
Fulvio Rossetti Prodigious Video Editor _ Prodigious
Antonio Fazzari FATER General Manager and Chief Operating Officer
Carlo Miotto FATER Baby Care Associate Director
Serena Brandi FATER Brand Sustainability Manager
Alex Castelli FATER Baby Care Group Brand Manager
Pier Paolo Bianco FATER Baby Care Assistant Brand Manager

Why is this work relevant for Direct?

Thanks to the world's first plant that recycles 100% of nappies, we created the world's first children's book made from used diapers. The book was sent to those families who collected nappies, allowing them to touch their own contribution and inviting them to continue to play their part in this new way of recycling.

Background

Diapers are one of the most polluting wastes in the world. Each one needs more than 400 years to decompose. As the market leader of this product category, Pampers needed to find a solution to reduce the diapers waste while creating a virtuous circle that helps children and parents understand the importance of recycling.

Describe the creative idea (30% of vote)

"Lino’s new life”: the world's first children's book made from used diapers that teaches children and parents the importance of recycling.

Describe the strategy (20% of vote)

The project is aimed at families with children 0/3 years old. We have involved our target with a network of special bins and supporting materials placed where they buy or change nappies: i.e. outside shopping centers, supermarkets, parks and close to nurseries. We sent the book to all the families who used the "Pampers New Life" app that allowed them to throw nappies of all brands into the bins and receive a discount coupon on Pampers products. We asked people to help Pampers rewrite the story of every diaper giving a new life to each of them.

Describe the execution (20% of vote)

Through a new smart bins network, we have collected over 1 million of used diapers in the first year of the project. We brought them to the world’s first plant created by Pampers to turn used diapers into cellulose. With the paper obtained from the plant, we printed 10,000 books that we sent to families.

List the results (30% of vote)

From 1 million used diapers we obtained 48 tons of paper. 60 tons of CO2 emissions, the equivalent of a 4,000 trees park, were avoided. The project managed to grow both the category (+17% volume) and Pampers share (+24% volume) where the bins were placed. This project will allow Italy to eliminate 3 landfills from the Country every year. Touching their own contribution to the project through the book, children and parents understood the importance of recycling and became more and more involved in changing a daily habit.

Please tell us how the brand purpose inspired the work

The purpose of Pampers is to ensure that babies and families have the brightest future in a changing world. "With love we change" is how Pampers signs all its campaigns. Pampers decided to change too: reducing diapers waste to leave children a better future. Thanks to this project, the Italian Parliament ratified the "End of Waste" decree: the world's first law that qualifies recycled diapers as secondary raw materials. The decree's signature was celebrated by the Environment Minister right at the Pampers recycling plant.

Why is this work relevant for Creative Strategy?

The project is aimed at families with children 0/3 years old. We have involved our target with a network of special bins and supporting materials placed where they buy or change nappies: i.e. outside shopping centers, supermarkets, parks and close to nurseries. We sent the book to all the families who used the "Pampers New Life" app that allowed them to throw nappies of all brands into the bins and receive a discount coupon on Pampers products. We asked people to help Pampers rewrite the story of every diaper giving a new life to each of them.

Background

Diapers are one of the most polluting wastes in the world. Each one needs more than 400 years to decompose. As the market leader of this product category, Pampers needed to find a solution to reduce the diapers waste while creating a virtuous circle that helps children and parents understand the importance of recycling.

Interpretation (30% of vote)

"Lino’s new life”: the world's first children's book made from used diapers that teaches children and parents the importance of recycling.

Insight / Breakthrough Thinking (30% of vote)

Thanks to the world's first plant that recycles 100% of nappies, we created the world's first children's book made from used diapers. The book was sent to those families who collected nappies, allowing them to touch their own contribution and inviting them to continue to play their part in this new way of recycling.

Creative Idea (20% of vote)

Through a new smart bins network, we have collected over 1 million of used diapers in the first year of the project. We brought them to the world’s first plant created by Pampers to turn used diapers into cellulose. With the paper obtained from the plant, we printed 10,000 books that we sent to families.

Outcome / Results (20% of vote)

From 1 million used diapers we obtained 48 tons of paper. 60 tons of CO2 emissions, the equivalent of a 4,000 trees park, were avoided. The project managed to grow both the category (+17% volume) and Pampers share (+24% volume) where the bins were placed. This project will allow Italy to eliminate 3 landfills from the Country every year. Touching their own contribution to the project through the book, children and parents understood the importance of recycling and became more and more involved in changing a daily habit.

Please tell us how the brand purpose inspired the work

The purpose of Pampers is to ensure that babies and families have the brightest future in a changing world. "With love we change" is how Pampers signs all its campaigns. Pampers decided to change too: reducing diapers waste to leave children a better future. Thanks to this project, the Italian Parliament ratified the "End of Waste" decree: the world's first law that qualifies recycled diapers as secondary raw materials. The decree's signature was celebrated by the Environment Minister right at the Pampers recycling plant.