As part of its 10^th Anniversary activities, Éco Entreprises Québec (ÉEQ) is launching an advertising campaign to inform communities throughout Québec about the importance and success of curbside recycling system. Éric Salvail, well-known television personality and new ÉEQ spokesperson, stars in the campaign, which will be broadcast on television and online.



In this humourous campaign, Éric Salvail plays the role of a milk carton that passes through each step of the recovery process, up until his “second life” as a new product, made from recycled material. Picked from a shelf in a grocery store, he finds himself in a typical consumer kitchen, then into the recycling bin, and finally… he completes his journey as a milk carton, to be ultimately recycled into… a bottle of fabric softener!



ÉEQ wanted to demonstrate, in an original way, its role and that of 3,000 companies responsible for the financing of the curbside recycling system in Québec.  “After 10 years, we are at a turning point in our evolution and we would like the community to know about the contribution made by businesses toward the success of Québec’s curbside recycling system,” says Virginie Bussières, ÉEQ Director of Communications and Public Affairs. “I believe that with this campaign, which is both funny and informative, we can say:  mission accomplished!”



The campaign’s premier was actually March 30, as part of the En mode Salvail show, on V television network. It will be broadcast on other targeted media networks as of today and will continue through May. This multi platform campaign will also roll out online and in social media. The three-year campaign will feature different aspects of the recovery process.



» Visit our website to find out all about our campaign and go behind the scenes at the advertising shoot!



Heartfelt thanks to all our collaborators who make this project possible: Ni Corporation, Tricentris, la Fédération des plastiques et alliances composite (FEPAC), and YNC. Special thanks must also go out to two people who really went above and beyond:  Mathéo Piccinin and Mireille Levesque!