Carrefour, a major supermarket in Spain, wanted to make recycling engaging for adults and younger audiences as part of their sustainability initiatives. During our insight conversations, we discovered that people don’t recycle because it’s confusing and feels like work. So how do we make it easier and more fun for each of our audiences?

Made at McCann

FOR YOUTH: I saw a visual connection between standard recycling bin colors and iconic Star Wars lightsabers. It was a natural way to meet kids where they are while also educating them. To pitch the creative vision, our team developed an interactive prototype game.

FOR ADULTS: The concept escalated into a broader structural framework called Color Cycle. We pitched a system where the brand updated the packaging of some of their own signature products to match local recycling bin colors, removing confusion and making household sorting easier.

The pitch was successful and integrated as a limited-run campaign platform.