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Vac from the Sea

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

In 2010, Electrolux launched its Green Range vacuum cleaners, made from 55–70 per cent recycled plastic. Electrolux’s green quest is to produce 100 per cent recycled vacuum cleaners, but there isn’t enough recycled plastic on land to do this. In the oceans, there are plastic patches the size of Texas. ‘Vac from the Sea’ was launched to collect plastic from oceans with environmental organisations, make vacuum cleaners out of it, and exhibit them. Part of the Green Range revenue was donated to plastic research. The campaign reached 175.2 million people and increased Green Range sales distribution by 300 per cent.

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