Ecoembes relaunches its recycling chatbot AIRE
Client
- Ecoembes-AIRE
Ecoembes relaunches its recycling chatbot AIRE (Ecoembes Intelligent Recycling Assistant), as part of its ongoing pursuit of innovation to make recycling easier for the public. Leveraging the full capabilities of generative AI, the chatbot has been enhanced to simplify queries through image and voice recognition, in addition to text-based consultation. At Darwin & Verne, we created the campaign "Transcendental Questions" to promote it.
In the three video capsules, different containers trigger an introspective journey in the protagonists as they prepare to recycle them—each container acting like like Marcel Proust’s madeleine in In Search of Lost Time. Because with the new AIRE chatbot, “you’ll question everything—except where to recycle”, the creative concept creative concept on which the campaign is built. These pieces are marked by humor and a stream-of-consciousness narrative, showcasing almost existential questions based en insights cotidianos que nacen de la observación de cada envase: “Why is ‘bonito’ (pretty) the name of such an ugly fish?”wonders a middle-aged man while making a salad. Or, “how do they get the stripes on toothpaste?” (because they already come out of the tube with stripes) ponders a young woman during her morning hygiene routine.
The campaign was carried out with the collaboration of production company Retina Contents, under the direction of filmmaker Humbert Aparicio. The shoot focused on enhancing the comedy through simple shots, aiming for restrained, elegant humor that highlights the cast’s own comic talent.. Each reflection is accompanied by its own music, helping to shape both the introspective moment of each character and their personality and humor, adding depth to the campaign.
The campaign, with media planning developed by iProspect, includes 6 video capsules for social media and digital platforms. Additionally, the communication efforts are supported by a restyling of both the AIRE chatbot logoand the 3D character itself, which now incorporates Ecoembes’ current imagotype. This redesign work was also carried out by Darwin & Verne.
Data sheet
Creative Agency: Darwin & Verne
Media Agency: iProspect
Brand: Ecoembes
Advertiser: Ecoembes
Client Contact: Alexander Sasieta, Héctor Ibáñez, Nieves Rey
CEO: Alberto Martínez
Creative President: Carlos Sanz de Andino
Creative Directors: Gonzalo Calvo, Pablo Caraballo
Creative team: Paco Reverte, Miguel Ángel Campillejo, Diego Gónzalez, Sara Archilla y Laura Romero
Brand Manager: Ivet Honorato
Brand Executive: Nora Ormaetxea
Audiovisual Producer: Noelia Herrera
Producer: Retina Contents
Director: Humbert Aparicio
Executive Producer: Pablo Pérez
Title: Cuestiones “trascendentales”
Pieces: social media and digital capsules
