“From one thing, another is reborn” (“Da cosa rinasce cosa”) is the claim of CONAI’s most recent television advertising campaign, created in recent years. The campaign uses a powerful concept of rebirth to describe packaging recycling as the end goal of separate collection: enabling steel, aluminium, paper, wood, plastic and glass to be reborn again and again through a virtuous process involving citizens, local administrations and operators, saving resources and protecting the environment.

The TV advert, produced by La Scuola di Emanuele Pirella and directed by Alessandro D’Alatri, is set in a newborn nursery. On one side of the glass, grandparents, aunts and uncles, children and couples look on with curiosity and smiles. On the other side, nurses move quickly among the cots. One approaches the window with a bundle in her arms and presents the newborn – or rather, re‑born: a beautiful coffee pot made from recycled aluminium. In the cots lie others: a glass vase, a cardboard folder, a shiny steel pan, a warm fleece jumper, a useful wooden coat‑hanger. All of them, naturally, re‑born.

It’s a strong, positive message highlighting – just as in the print campaign for newspapers – the tangible results achieved through recycling.