Toxic Legacies / Filtering the Truth
The concept of recycling has gained immense popularity as a sustainable approach to waste pollution and is embraced as a potential solution to our escalating environmental crisis. However, not all recycling practices – especially when it comes to plastic – are necessarily environmentally friendly. In many cases, claims to recyclability are merely greenwashing, a marketing strategy used by companies to position themselves as environ- mentally conscious without implementing actual changes in their production practices. My master project aims to investigate the greenwashing behind recycling and how the concept of recycling can tend to justify the production of waste in a consumer-based system.
The concept of recycling has gained immense popularity as a sustainable approach to waste pollution and is embraced as a potential solution to our escalating environmental crisis. However, not all recycling practices – especially when it comes to plastic – are necessarily environmentally friendly. In many cases, claims to recyclability are merely greenwashing, a marketing strategy used by companies to position themselves as environ- mentally conscious without implementing actual changes in their production practices.
My master project aims to investigate the greenwashing behind recycling and how the concept of recycling can tend to justify the production of waste in a consumer-based system.
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Campaign
The campaign consists of a corporate identity
for the products, and a series of posters and
moving images to accompany these. These
are then promoted on an instagram page. The
name Ciggle is a hint towards a cigarette butt,
yet otherwise sound relatively harmless, allowing
for the viewer to have little preconceived
notions about the product. The slogan making
waste out of waste is the second hint, starting
to clarify what the project is about without
giving too much away. The bright background
colours for the product images take inspiration
from the provocative imagery from Toilet
Paper Magazine and are in contrast to the otherwise
brown / yellow / grey colour palette created
by the elements of the butt, and should
highlight the toxicity of this particular form of
waste.
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