Valorlux and ID+P: Can recycling gets a new lease of life with a touch of humour

Playing with the absurd to shake up habits
Cans and plastic bottles are fully recyclable and represent a valuable resource for the circular economy. However, collection rates remain too low, particularly for packaging consumed away from home. This is precisely the point on which Valorlux -which coordinates and promotes packaging collection across the Grand Duchy -is trying to raise public awareness through a humour-filled campaign created by ID+P. The guiding principle highlights a simple reality: where you throw away your can makes all the difference. Tossing a can into a standard public bin brings its recycling cycle to an irreversible end. Yet recycling it correctly is simple: all you need to do is take it with you and pop it into a blue bag!

An unusual friendship instead of a moralising lecture
To get this vital message across, ID+P designed a spot - produced by HAVE Films - that personifies a can enjoying a beautiful sunny afternoon in the company of its owner. We see them getting along like houses on fire, just like two friends, going to the barber together, cheering on a football team, or sharing a picnic in a park. But the story takes a turn at the fateful moment when the owner mechanically prepares to throw his can into a public bin. It is then that the object stubbornly refuses this grim fate, demanding the spot that is rightfully its own.

A comprehensive campaign for local engagement
Rolled out across video, social media, and various field activations, the campaign transforms a simple sorting gesture into an engaging story. The spot successfully turns an everyday civic duty into a genuinely touching and endearing tale. By showing that a can has the right to new lives, this campaign proves that sustainability sometimes begins quite simply with the reflex of bringing your packaging back home or to the office.