AMA CARTA E CARTONE
Together with AMA S.p.A. and Consorzio Comieco, we took on a clear challenge: raise awareness among Roman citizens about proper paper and cardboard disposal.
Starting from a simple insight: even the smallest everyday action can become a gesture of love for the city.
That’s how “AMA Carta e Cartone” was born — a campaign designed to enter real life with lightness, irony and immediacy. An emotional and recognisable language, where paper speaks for itself, shaping a pop, direct narrative built to stand out and stay memorable.
Through CTAs like “Adesso spogliami”, “Toglimi tutto”, “Stringimi forte”, we moved away from institutional tones and embraced the language of love, turning disposal into a simple, human gesture. A small daily act that, when done correctly, helps improve recycling in a tangible way.
- BRAND CONTENT
- DESIGN & ART DIRECTION
- DIGITAL
- ADV
- AMA ROMA
- COMIECO
The launch started with a city teaser activation: two oversized boxes installed in Rome, designed to spark curiosity and bring the message into public space. From there, the campaign expanded through a TV spot and an integrated media plan across multiple touchpoints — print, OOH, digital and branded content.
The result is a widespread presence across the city: buses and bus shelters, cinemas, maxi LED screens, subway posters, national press, and a network of Rome-based creators — from Leonardo Bocci to Le Coliche, from Chef Ruben to Bionditudo — amplifying the message.
A love statement for Rome, told through everyday gestures. The kind that, every day, make a real difference.
