Planet ’21

The challenge

2020 changed everything. As people spent more time at home, electricity consumption shifted from offices to households, while the collection of waste electrical and electronic equipment (WEEE) from the population dropped significantly. After years of B2B communication, Recolamp needed a strong B2C campaign to reconnect with people and rebuild the habit of separate collection.

The timing made it even harder: December 2020, a period dominated by Christmas messages and emotional overload.

The idea

Instead of talking about recycling, sustainability, or environmental protection, we talked about something everyone wanted: to save 2020 and start 2021 with fresh energy.

That’s how Planet 21 was born — the planet we all take care of.

The voice of the campaign was actor Constantin Cotimanis, delivering an honest, emotional message that avoided jargon and spoke directly to people’s personal plans, hopes, and responsibilities.

The approach

Planet 21 was designed to be visible, talked about, and emotionally relevant. The campaign combined paid, owned, and earned media, supported by a strong social cause: every collected light bulb helped Recolamp donate to Narada, transforming WEEE into access to education for children in disadvantaged communities.

The communication mix included:

Video and radio spots

Digital campaigns and influencers

OOH (including large-format city screens)

PR and editorial coverage

The impact

Planet 21 delivered strong results despite the challenging context:

9 million impressions

3 million people reached

3× increase in collected light bulbs versus the previous campaign

13,194 new users on the Recolamp website

50% increase in app downloads

5 million WEEE collected in 2020, a 30% increase vs. 2019

Recognition

In 2022, Planet 21 was awarded the Silver Award at the PR Awards, recognizing the campaign’s impact, creativity, and effectiveness.

Beyond the campaign

Originally planned as a three-week campaign, Planet 21 proved its strength long after launch. It became Recolamp’s umbrella concept for awareness and educational campaigns throughout 2021, including the “Day of Planet 21”, a monthly initiative encouraging children to share their vision of a greener future.

Planet 21 was more than a campaign. It was a shared effort driven by purpose, optimism, and the belief that small actions can create real change.