Our answer: at a time when consumers are questioning how transparent companies really are about their sustainability initiatives, we carried out in-depth research into the target audience and emerging cultural trends.

This allowed us to develop a strategic campaign that highlights the material’s origin, waste, redefining the very concept of beauty.

The claim “Your first choice, its second life” creates an immediate, positive connection between the product’s premium quality and its recycled nature through inspirational storytelling.

Using CGI, we generated a striking, surreal atmosphere in which a mass of glass forms a mountain with a slab of Ecotone™ rising from its summit.