“Something born of something else” is the slogan for the latest CONAI advertising campaign. A powerful of re-birth concept was used in the latest CONAI tv commercial, aiming to focus on the recycling of packaging materials, especially in the context of differentiated waste disposal. The idea was to encourage the re-use of steel, aluminium, paper, wood, plastic and glass through the virtuous engagement of citizens, local government managers and staff so as to protect the environment and conserve precious resources.
The advert is set in a nursery. From outside the room, curious couples, grandparents, aunts and uncles look in. On the near side of the glass instead, nurses go about the business of caring for the new babies. One of the nurses approaches the window with a bundle in her arms and we can see the newborn, or rather re-born: a beautiful coffee pot made of recycled aluminium. In the other cradles lie other bundles: a beautiful glass jar, a cardboard folder, a gleaming steel pan, a warm woollen sweater, a useful wooden coat-hanger. Al of which, naturally, are “re-born”.
To ensure quality and consistency of style with the mood of the “Nursery” story, Alessandro D’Alatri was selected as director: the strong points of the film – positive choral feeling in the situation and diversified, expressive, communicative casting – all qualities where D’Alatri excels.