“Play with your heart, sort with your head.”

Waste separation is at best a low-involvement category. So to engage an especially younger audience we created a campaign encouraging people to think about how they separate their waste correctly, with women’s American Football team, the Prague Harpies. Just as when the Harpies play, they play with “heart,” they also use their heads when they sort. Rather than a boring corporate message we kept the idea of waste separation fresh with content that was as entertaining as it was educational.