In a clever and locally resonant campaign, Volkswagen set out to highlight the eco-friendly design of their new Polo model, which is made from 95% recyclable materials.
To connect with the German public’s strong recycling culture, VW placed an oversized recycling bin shaped like the silhouette of a Polo among traditional glass recycling containers on a Berlin street.
The giant blue bin, positioned alongside standard white, green, and brown glass bins, immediately grabs attention with its distinctive car shape and the message:
“Der Polo. 95% recyclebar.”
(“The Polo. 95% recyclable.”)
This smart outdoor installation not only promotes the vehicle’s sustainability but also integrates into everyday urban life, where recycling is already second nature.
By transforming an everyday object into a powerful visual metaphor, Volkswagen effectively reinforced their commitment to environmental responsibility.
