Croma – Trash to Treasure
Croma’s e-care campaign encouraged proper disposal of electronics, so as to not damage the environment. they pledged to plant one tree for every old electronic dropped at their store.
Most households have at least one obsolete electronic item – hoarded away for sentimental reasons or sold for a measly amount of money. For us, however, this ‘trash’ was invaluable.
Trash/waste = dark, grungy visuals.
For us, customer’s e-waste = bright, green possibilities.
An we had to make them see it too.
To bring this underlying beauty into perspective, we took inspiration from double exposure photography. We digitally created two layers in an image – one dark, exposing the bleakness of e-waste and one light, bringing forward the beauty of it turning into a tree. Transforming redundant electronics, into gorgeous landscapes. Reflecting what a small action from our customers could result in.
One man’s trash was our, and the future generation’s treasure.
Here’s an AV, to show you just what we did: