The "When I'm gone" campaign for ELA Recycling, launched in Israel in 2016 by TBWA, centers on raising awareness about responsible recycling and environmental stewardship. The brand proposition is rooted in the notion of legacy and the impact individuals leave behind, emphasizing the importance of sustainable behavior for future generations. By framing recycling as an enduring contribution beyond one’s lifetime, ELA Recycling positions itself not just as a service provider but as a facilitator of long-term environmental responsibility.
The campaign employs a documentary and social experiment genre, suggesting an authentic, real-world approach designed to engage viewers intellectually and emotionally. The strategy leverages a profound human insight: people’s concern about what remains after they are gone. By tapping into this intrinsic motivation, the campaign targets a broad demographic concerned about environmental issues, aiming to transform abstract notions of recycling into a personal and urgent responsibility. The creative angle relies on narrative storytelling and experimental elements to provoke reflection, making the concept of recycling relevant on a deeper, societal scale. This approach allows ELA Recycling to differentiate itself within the public service category, moving beyond standard information dissemination toward fostering a behavioral shift anchored in legacy-consciousness. Despite modest initial engagement metrics on digital platforms, the campaign’s core strategy lies in embedding sustainable habits through emotional resonance and social experiment techniques tailored to an Israeli audience sensitive to communal and future-oriented values.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign, titled 'When I'm gone', for ELA Recycling in the public service space, uses a social experiment/documentary format, which often emphasizes raising awareness and evoking emotion rather than straightforward demonstration. The campaign’s title hints at absence or consequences (“When I’m gone”), suggesting a metaphorical mechanism to make viewers consider a future without recycling or address the impact of waste indirectly. Instead of literally showing recycling processes, this approach symbolically surfaces the societal problem of waste or environmental neglect through narrative analogy or experiment, aligning most closely with "Symbolize the Problem." The genre and lack of direct product solution reinforce the use of symbolism over a direct problem–solution, testimonial, or story-driven arc.
1. Shikun & Binui Environmental Solutions – Positioned as a leader in sustainable waste management and infrastructure services, emphasizing innovative recycling technologies and large-scale environmental projects tailored for municipal and industrial clients in Israel.
2. Tadiran Group Environmental Division – Focuses on integrating advanced environmental technologies with energy-efficient solutions, promoting holistic waste treatment services that align with Israel’s green energy and sustainability policies.
3. Hiriya Recycling Park (now Ariel Sharon Park) – Known for transforming a former landfill into a public park, this entity underscores circular economy principles, combining eco-tourism with effective waste recycling education and community engagement.
4. Green Way Recycling – Differentiates itself by targeting corporate social responsibility sectors, offering customized professional recycling services that aid businesses in reducing their carbon footprint while enhancing compliance with environmental regulations.
5. Ecology & Environment Israel – Concentrates on consultancy-driven environmental compliance and recycling processes, providing specialized professional services that support governmental and private sector adherence to evolving waste management standards.
Q: What is When I'm gone about?
A: When I'm gone is a film-based campaign created by TBWA for ELA Recycling, launched in Israel in 2016. The campaign operates within the public service sector and leverages a documentary and social experiment format to raise awareness about responsible recycling and environmental stewardship. Central to its creative idea is the theme of legacy—encouraging viewers to consider the lasting impact of their actions, particularly in terms of sustainability and the environment. By framing recycling as an enduring contribution that outlives the individual, the campaign seeks to foster a deeper sense of personal and societal responsibility toward ecological preservation.
Q: What creative device does When I'm gone use?
A: When I'm gone employs the Symbolize the Problem creative device, classified as Format #3 in Clapboard's 12-format taxonomy. Rather than depicting recycling processes literally, the campaign uses metaphor and analogy to represent the consequences of environmental neglect. Through its documentary and social experiment approach, it invites viewers to reflect on the absence or loss implied by the title, making the issue of waste management emotionally resonant. This symbolic framing distinguishes the campaign from more direct or testimonial-driven executions, aligning it with Clapboard's recognized creative strategies for raising public awareness.
Q: What is the campaign proposition for When I'm gone?
A: The campaign proposition for When I'm gone positions ELA Recycling as a facilitator of long-term environmental responsibility, emphasizing the importance of sustainable behavior as a legacy for future generations. The brand addresses individuals concerned with the impact they leave behind, transforming the abstract concept of recycling into a personal and urgent responsibility. By leveraging narrative storytelling and real-world experimental elements, the campaign aims to embed sustainable habits through emotional resonance, targeting a broad demographic within Israel that values communal and future-oriented action in the context of environmental stewardship.
Q: How does When I'm gone rank in Clapboard's archive?
A: When I'm gone holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign's creative ambition, execution quality, and cultural relevance as assessed by Clapboard's curatorial standards.
Q: Who are the competitors in ELA Recycling's category?
A: In the Israeli professional recycling and environmental services sector, ELA Recycling competes with several key players. Shikun & Binui Environmental Solutions leads with large-scale waste management and innovative recycling technologies, while Tadiran Group Environmental Division integrates advanced environmental and energy-efficient solutions. Hiriya Recycling Park, now Ariel Sharon Park, exemplifies circular economy principles by transforming landfills into public spaces and centers for recycling education. Green Way Recycling targets corporate clients with tailored sustainability services, and Ecology & Environment Israel focuses on consultancy-driven compliance and specialized recycling processes for both government and private sectors.
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