Award: CAMPAIGN AWARDS \ C17. Environmental

Can Crush Challenge was a mass behavior change campaign taken place during the Summer of 2019 to improve the quality of scrap aluminum cans in Korea. As Novelis as our client, the world’s leading aluminum product manufacturer, we wanted to increase the rate of aluminum cans being recycled by letting consumers know the importance of keeping the cans clean when they throw them away by preventing foreign substances entering. So we launched a campaign where we found the aluminum cans are mostly consumed, which were baseball stadiums, and let people experience the fun of crushing cans and expanding the campaign by creating a hashtag challenge event.