Spaarnelanden
About the project
Spaarnelanden—the waste separation company for Haarlem and Zandvoort—wanted to inspire residents to separate waste more effectively, creating a cleaner and more sustainable living environment. The campaign encouraged people to fill recycling bags and make use of the mobile recycling trolley that collects products at various locations. By featuring real Haarlem residents as ambassadors for different waste streams, the campaign boosted credibility and clarity. The use of line patterns and graphic layering guided the viewer’s eye to essential information. Later in the year, the campaign was expanded into a holiday variant, using festive photography and adapted graphic elements to keep the message timely and relevant.
My share
- Applied the house style consistently across all campaign materials
- Developed the campaign concept and core messaging aimed at awareness and behavioral change
- Directed the photoshoot featuring real Haarlem residents, each representing a different waste stream
- Designed and rolled out activation materials for both online and outdoor campaigns, making the message accessible and relatable
- Used line patterns and layering to draw attention to key information in all touchpoints
- Translated the base campaign into a holiday version, highlighting increased waste streams during the festive season with tailored visuals and photography
About the project
Spaarnelanden—the waste separation company for Haarlem and Zandvoort—wanted to inspire residents to separate waste more effectively, creating a cleaner and more sustainable living environment. The campaign encouraged people to fill recycling bags and make use of the mobile recycling trolley that collects products at various locations. By featuring real Haarlem residents as ambassadors for different waste streams, the campaign boosted credibility and clarity. The use of line patterns and graphic layering guided the viewer’s eye to essential information. Later in the year, the campaign was expanded into a holiday variant, using festive photography and adapted graphic elements to keep the message timely and relevant.
About the client
Spaarnelanden is the waste separation company for the municipalities of Haarlem and Zandvoort. Through awareness initiatives and activations, they encourage residents to recycle and reduce waste. Their programs include distributing recycling bags and operating a mobile recycling trolley, making it easy for citizens to return reusable materials. Spaarnelanden runs recurring campaigns, such as Elke Kilo Telt!, to strengthen sustainable habits and improve local recycling rates.
Client:
Spaarnelanden
Category:
Campaign, activation and art direction
Date:
2022