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Project Description
In a world dominated by e-commerce and delivery culture, cardboard, paper bags, and packaging have become part of everyday consumption—but also a growing waste problem. For ReSimple, a Chilean recycling initiative, the challenge was not awareness, but action: how to make people actually recycle the materials they interact with daily.

The Brief
Shift recycling from a passive intention into an immediate behavior. ReSimple needed to connect emotionally with users at the exact moment waste is generated, transforming disposal into a conscious act rather than an afterthought.

Approach to the Process
We identified a powerful behavioral insight: people feel a sense of ownership and recognition when their name is attached to something. Delivery culture already personalizes the experience—names appear on receipts, packages, and orders. However, once consumed, that personalized connection disappears the moment the packaging becomes trash.

So we reversed that moment.

We transformed packaging waste into a final touchpoint of personal acknowledgment. By highlighting real names on receipts and packages placed directly inside recycling bins, we reframed disposal as a continuation of the user experience. The message “THANKS [Name]” appears as a direct, personal reward for recycling—turning a mundane action into a meaningful interaction.

This idea was executed across multiple real-life scenarios: pizza boxes, delivery bags, supermarket packaging, and beverage containers—ensuring contextual relevance and scalability.

Result
The campaign reframed recycling as a personal and recognized action, not an invisible one. By inserting gratitude into the disposal moment, ReSimple created a behavioral nudge rooted in identity and reward.

The result: increased emotional engagement with recycling, stronger recall of the ReSimple brand, and a shift in perception—from recycling as obligation to recycling as participation. A simple, scalable idea that lives exactly where behavior happens: at the point of discard.