New Braskem campaign highlights the importance of advanced recycling for a more sustainable world
The campaign produced by Publicis explains, in straightforward clear language, company technology and investments in advanced recycling, and its contribution towards accelerating circular economy
Braskem announces its investments in advanced recycling. To explain this technology to the public and what the differential is, the company has invested in a video campaign, produced by Publicis, which illustrates the process in detail.
Aligned with UN sustainable development goals, Braskem has undertaken new ESG commitments for 2030 and 2050, firmly guided by solutions for a transition towards circular economy. The company has set plastic waste elimination as its goal by expanding production and marketing of 1 million tons of thermoplastic resins and chemical products with recycled content by 2030 - and advanced recycling will decisively contribute towards this.
Advanced recycling consists of a process that transforms plastic waste into circular raw material for manufacturing new plastic or chemical products, resulting in less waste in the environment.
"Advanced recycling enables turning plastic waste that is more difficult for mechanical recycling, into certified circular raw material. This initiative is supplementary to mechanical recycling, directly related to the Braskem strategy of eliminating plastic waste and a major step towards achieving our sustainable development goals. In partnership with highly qualified companies to expand advanced recycling and accelerate circular economy, we develop initiatives that contribute to joining the links of the production chain and creating solutions for a more sustainable future", says Edison Terra, VP of Olefins and Polyolefins at Braskem South America.
"The new campaign shows this approach in an interesting way, with straightforward, accessible and clear language on the advanced recycling process, underlining the importance of investing in innovation in order to accelerate Circular Economy, and, as a result, contributing towards eliminating plastic waste from the environment", explains Ana Laura Sivieri, Braskem Marketing and Communications Director.
The first video of the campaign is to be shown on Globo News and CNN. There is also additional investment in Branded Content in key business and economy players in Brazil, such as Info Money, Money Times, Seu Dinheiro, Bloomberg and Estadão. On digital media, the campaign is to be extended on LinkedIn, YouTube and Mídia Programática.
Over the next two months, two more videos will be shown on the topic reporting on partnerships and a unique technology developed by Braskem. The second video will focus on Braskem partnerships to achieve this goal, such as with Valoren, a technology development company as well as waste management for transformation into recycled products, for construction of the first advanced recycling plant in Brazil. The new facility, with a joint outlay of BRL 44 million, will transform non-mechanically recyclable plastic waste by means of a pyrolysis process into certified circular raw material, which will be used in the production of new virgin resins or chemical products. The facility is located in Indaiatuba (SP) and is set to go online in the first quarter of 2023, with circular production capacity of 6,000 tons/year.
The third video in the campaign will report on Braskem's pioneering and proprietary technology, which, besides contributing to eliminating plastic waste, it is also relevant in terms of the company goal of becoming carbon neutral by 2050.
Watch the first campaign video at:
Technical information on the two agencies
Campaign: Advanced Recycling
Title: Braskem Advanced Recycling
CCO: Domenico Massareto
ECD: Dani Ribeiro and Fábio Astolpho
DC: Arturo Marenda and Deh Bastos
Creation and Content: Renato Botelho and Otávio Mastrogiuseppe
Account VP: Gabriela Borges
Account Service: Beatriz Pedrosa, Mariana Corrales and Bárbara Medrado
Media VP: Mauricio Almeida
Media: Ester Ribeiro, Renata Oliveira, Felipe Peres, Vanessa Vieira, Bruna Moraes and Fernanda Lima
Head of Production: Renata Sayão
RTV: Luize Oliveira, Renan Salles and Edivânia Coimbra
Artbuyer: Raphael Macedo
Tech and Project Head: Márcio Bueno
Projects: Rafael Mello, André Medeiros and Thais Bertoldo
CCO: Rafael Pitanguy
ECD: Rafael Gil, Rodrigo Almeida
Creation Director: Guilherme Aché
Editor: Chico Veron
Art Director: Diego Silva
ACCOUNT SERVICE: Leo Balbi, Paula Americano and Samia Derbas.
RTV: Nicole Godoy | Anderson Rocha | Ian Inglez.
Director: Daniel Soro and Alexandre Chalabi
Executive production director: Natalia Souza
Executive production: Ciça Bertoche and Larissa Luisi
Executive production assistant: Willian Sousa
Account Service: Regina Knapp, Roberta Frederico and Marília Raffaeli
Head of Post: Rafael Bozzi
Post Project Manager: Ana Flavia Monteiro
Post Project Analyst: Hugo Ferriolli
Finishing: Poliana Pompeo and Kevin Crauford
Finishing Assistants: Junior Fernandes and Rafael Cereda
Artwork assistant: Victor Further and Tais Nonato
Storyboard: Danilo "Cheng"
Illustration, Motion and Composition: Estúdio Mol
Audio Production: A9 Audio
Musical Production Director: Apollo Nove
Musical Production: Equipe A9
Account Service: Nicole Bonani
Narrator: Steffanie Ventura (PT)
Pamela Martini (UK EN)
Kaley Michelle (US EN)
Client Approval: Marcelo Arantes, Ana Laura Sivieri, Ana Luiza Leite, Pier Pesce, Carolina Pignata, Marina Lacerda, Beatriz Geraldes and Mariana Motta.
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