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‘Plastic is gold’ is a bottom-up initiative that creates awareness and activate people to take action.



In 2015, WWF and the Plastic Soup Foundation organized a designer day in the Netherlands in which Brand it Forward participated. As a result of the designer day, the organization chose BIF to visit Brazil together with other designers, where they and WWF-Brazil would work on a solution to the plastic waste created during the Olympics of 2016.


As respected brands that are known for their concern with plastic waste, WWF and the Plastic Soup Foundation were looking for a way to change the favela citizens’ behavior. How can we show local people in the favela that plastic is worth gold? One person’s trash is another person’s treasure: meet the ‘catadores’ of Brazil who make a living by turning garbage into jewelry, furniture and even works of art.


We designed a concept for a recycling station, which was able to turn plastic waste into something valuable: a souvenir of the iconic statue Christ the Redeemer. The station was placed in the famous Tijuca National Park during the 2016 Olympics. Local people, living in big favelas at the boundaries of the park, could bring their plastic waste and learn about the value of it: plastic is gold.


The Recyclet

The machine show how easy it is to collects, shredders and remould new objects out of plastic waste. In this way plastic becomes valuable again.


Plastic is gold.

We created the brand identity for this project, translated into an animation video, teaser videos, posters and flyers.


The project was
hosted in the famous
Tijuca national park


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