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CITEO and Ogilvy Paris Make Reusing Packaging Feel Inevitable
CITEO's 'Réemployons encore et encore' is a 2024 French public interest campaign created by Ogilvy Paris that promotes three everyday reuse practices — bulk purchasing, refilling, and reusable packaging — as normal consumer behaviours rather than niche environmental choices.
The campaign launched nationally in France on 17 November 2024, as confirmed by ogilvy.com. It marks a deliberate strategic departure for CITEO, a French producer responsibility organisation best known for promoting sorting and recycling. According to ogilvy.com, 'Réemployons encore et encore' is CITEO's first creative platform specifically dedicated to reuse of household packaging, shifting the brand's public communication toward a new tier of the circular economy.
In France, the campaign ran across an integrated mix of television, social media, and digital media channels, per ogilvy.com. Television placements included 30-second and 40-second spots broadcast on TF1, France Télévisions, and Arte, according to pitchville.fr. Digital distribution extended across Facebook, Instagram, Snapchat, TikTok, YouTube, Twitch, Vinted, Leboncoin, and Météo-France, as documented by citeo.com. The breadth of media placement reflects a deliberate intent to embed reuse into the texture of daily French digital life — appearing not only in premium broadcast environments but within peer-to-peer commerce and weather platforms where purchasing and everyday decisions are already being made.
The campaign's objective, as stated by ogilvy.com, is to normalise reuse and integrate it into everyday consumption habits in France. Clapboard scores 'Réemployons encore et encore' at 66 out of 100, reflecting a campaign with strong strategic clarity and cultural ambition, tempered by the inherent difficulty of shifting deeply ingrained consumer behaviour through advertising alone.
CITEO operates within a French packaging ecosystem of significant scale. In 2024, 6.345 million tonnes of household packaging and graphic papers were placed on the French market, according to citeo.com. The household-packaging recycling rate reached 69.6% that same year, with 4.893 million tonnes sorted for recycling, also per citeo.com. These figures illustrate that France's recycling infrastructure is mature — and that the next meaningful frontier for CITEO is upstream: reducing the volume of single-use packaging entering the system in the first place.
That upstream frontier is precisely where 'Réemployons encore et encore' operates. According to citeo.com, the separate reuse market reached 2.75 billion reused packages in France in 2024, representing a 1.82% reuse rate across household, food-service, and industrial and commercial packaging. That reuse rate, while growing, remains modest relative to the total market — which provides both the strategic rationale and the urgency behind a campaign designed to normalise reusing packaging as an everyday act rather than a specialised one.
France's regulatory environment reinforces CITEO's direction. The country's household-packaging and graphic-paper extended producer-responsibility schemes were merged in 2024, according to citeo.com, concentrating responsibility and signalling a policy environment increasingly oriented toward circularity. Against this backdrop, competing producer responsibility organisations and sustainability-adjacent brands such as Citeo's peer scheme operators elsewhere in Europe have not yet fielded equivalent consumer-facing creative platforms at this scale in the French market. The decision by Ogilvy Paris to anchor the campaign in recognisable, joyful everyday moments — rather than regulatory compliance messaging — reflects a consumer insight that obligation alone does not change behaviour.
Ogilvy Paris built 'Réemployons encore et encore' around a single, audacious sonic and visual idea. The campaign uses Queen's 'Don't Stop Me Now' as its soundtrack, a choice documented by both ogilvy.com and adsoftheworld.com, positioning the act of reusing packaging not as sacrifice or duty but as irresistible forward momentum. The track's inherent energy transforms mundane gestures — refilling a container, choosing bulk goods, selecting a reusable package — into small acts of exhilaration, which is precisely the behavioural reframing the campaign requires.
The television executions ran in 30-second and 40-second formats, per pitchville.fr, giving the creative team room to build a rhythmic accumulation of reuse moments rather than relying on a single demonstration. Direction was handled by Julien and Quentin, with production by Hamlet Paris, as credited by ogilvy.com. Executive producer Marie Archambeaud and producer Antonin Romeuf oversaw production, while director of photography Sander Vandenbroucke gave the spots a visual texture suited to broadcast and digital environments simultaneously. Post-production was also completed at Hamlet Paris, with colourist Nicolas Gautier shaping the final image and editor Marie-Réglisse Monsimier cutting the sequences.
The creative team was led by Chief Creative Officer Matthieu Elkaim and Executive Creative Director Benjamin Bregeault, per ogilvy.com. Copywriter Hélène Boudin and art director Vincent Lesne shaped the campaign's language and visual identity, with social creative direction from Lucile Le Barillier, who extended the platform across TikTok, Instagram, Snapchat, and influencer activity. The integrated structure — from broadcast craft to social-native formats — reflects an understanding that normalising reuse in France requires consistent creative expression across every environment where French consumers encounter the message.
No independently documented third-party effectiveness data for 'Réemployons encore et encore' is publicly available beyond reach figures reported by the campaign's own stakeholders. According to citeo.com, the first wave of the campaign reached more than 80% of the French population — a reach figure that, if sustained, would position this as one of the more penetrating public interest media deployments in France in 2024.
In the absence of verified conversion or attitudinal shift metrics, the campaign's structural effectiveness can be assessed on its architecture. The combination of high-reach broadcast placements on TF1, France Télévisions, and Arte with granular digital targeting across Vinted, Leboncoin, and Météo-France creates a media model well suited to the dual goal of awareness building and contextual nudging — reaching French consumers at moments of both passive reception and active decision-making. The use of Queen's 'Don't Stop Me Now', as noted by adsoftheworld.com, provides strong memorability and tonal differentiation in a public service category that frequently defaults to instructional or cautionary registers.
The campaign's integrated scope — television, digital, social, and influencer — also reflects Ogilvy Paris's positioning of this platform as a long-term behaviour-change effort rather than a single-flight awareness burst, per ogilvy.com. For a reuse rate of 1.82% across French packaging, according to citeo.com, even modest attitudinal shifts at population scale represent meaningful market movement. No awards for this campaign are independently documented in publicly available records at the time of writing.
CITEO's 'Réemployons encore et encore' promotes three reuse practices in France: bulk purchasing, refilling, and reusable packaging. Created by Ogilvy Paris and launched on 17 November 2024, it is CITEO's first creative platform dedicated specifically to reuse of household packaging, aiming to make these behaviours feel normal and joyful rather than exceptional.
Ogilvy Paris created the 'Réemployons encore et encore' campaign for CITEO. The agency became CITEO's strategic and creative partner following a competitive pitch in 2024, according to ogilvy.com. Chief Creative Officer Matthieu Elkaim and Executive Creative Director Benjamin Bregeault led the creative team responsible for the campaign's concept and execution.
The campaign uses Queen's 'Don't Stop Me Now' as its soundtrack, as documented by ogilvy.com and adsoftheworld.com. The track repositions reusing packaging as energetic and inevitable rather than burdensome, providing strong memorability in a public service category where cautionary or instructional tones are more common across the French market.
The campaign ran on TF1, France Télévisions, and Arte in television formats, per pitchville.fr. Digital placements covered YouTube, Twitch, Vinted, Leboncoin, and Météo-France, while social media activity spanned Facebook, Instagram, Snapchat, and TikTok, including influencer partnerships — an integrated media model designed to reach French consumers across broadcast and everyday digital environments.
France's reuse market reached 2.75 billion reused packages in 2024, representing a 1.82% reuse rate across household, food-service, and industrial packaging, according to citeo.com. That figure sits against a total French household packaging market of 6.345 million tonnes placed on the market that same year, also per citeo.com, illustrating the scale of the growth opportunity.
According to citeo.com, the first wave of 'Réemployons encore et encore' reached more than 80% of the French population. No independently verified third-party effectiveness data beyond this figure is publicly available. The campaign's integrated placement across broadcast television and targeted digital platforms was structured to support both mass awareness and contextual behaviour-change nudging.
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