Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Leroy Merlin gives a second chance to over 30,000 ‘Almost Perfect’ products

Campaign: Quase Perfeitos

Source: https://www.imagensdemarca.pt/artigo/leroy-merlin-da-uma-segunda-oportunidade-a-mais-de-30-mil-produtos-quase-perfeitos/

Goal: Promote sustainable consumption and reduce waste

Claim: Functional products at a fraction of the price

Summary: Leroy Merlin is introducing the 'Quase Perfeitos' initiative, which focuses on selling slightly imperfect but fully functional products at discounts of up to 70%. The campaign aims to extend the life of these products and make them more accessible, while reducing waste. The initiative has already helped sell over 30,000 items and aims to establish exclusive spaces for these products in all major stores by the end of 2026.

Portugal

JCDecaux Marks Sustainability Week with Recycled Paper and 100 Digital Screens from SPV

Brand: JCDecaux

Campaign: Sustainability Week

Source: https://www.imagensdemarca.pt/artigo/jcdecaux-marca-a-semana-da-sustentabilidade-com-papel-reciclado-e-100-ecras-digitais-da-spv/

Goal: To promote sustainable advertising practices

Claim: Printed on Recycled Paper

Media: Outdoor posters, digital displays

Summary: JCDecaux is celebrating Sustainability Week with an initiative that includes the use of 100% recycled paper for all national outdoor campaigns from September 23 to 29, coinciding with the National Sustainability Day on September 25. This year, the initiative features 100 digital screens across the country to amplify messages of recycling and responsible consumption, while showcasing various brands' commitment to sustainability. The project aims to reduce environmental impact and promote circular economy practices.

digital media outdoor advertising recycling sustainability

Belgium

AKQA Brussels recycles for Re-born to be alive

Brand: Reborn

Campaign: Re-born to be alive

Source: https://pub.be/fr/akqa-brussels-recycle-pour-re-born-to-be-alive/

Goal: Promote sustainability and recycling

Summary: The article discusses a campaign by AKQA Brussels promoting the Re-born initiative, which focuses on sustainability and recycling efforts.

recycling sustainability

United Arab Emirates

Cartoon Network MENA launches an activation in ‘Climate Champions’ initiative at Dubai Media City

Brand: Cartoon Network

Campaign: Climate Champions Initiative

Source: https://campaignme.com/cartoon-network-mena-launches-climate-champions-in-partnership-with-dubai-media-city/

Goal: Encourage responsible recycling and raise environmental awareness

Claim: Every bottle, battery, or piece of paper recycled is another step towards protecting our planet for future generations.

Summary: Cartoon Network MENA has initiated a new activation of its Climate Champions initiative in collaboration with Dubai Media City. This effort includes the installation of themed recycling bins and aims to promote responsible recycling practices while informing the community about non-traditional recycling streams. The campaign seeks to inspire environmental stewardship by emphasizing that small actions can lead to significant change.

community engagement environmental awareness recycling

Portugal

Academia Ponto Verde launches new image and aims to reach over 50,000 students

Brand: Sociedade Ponto Verde

Campaign: Academia Ponto Verde

Source: https://www.imagensdemarca.pt/artigo/academia-ponto-verde-estreia-nova-imagem-e-quer-chegar-a-mais-de-50-mil-alunos/

Goal: Raise awareness about recycling among young students

Claim: Let's learn to separate together?

Media: Digital, press, outdoor, website

Summary: The Academia Ponto Verde returns to schools for the 2026/2027 academic year with a new visual identity and a national campaign aimed at enhancing recycling awareness among young students. The initiative expects to involve over 50,000 students, significantly increasing participation from previous years. The campaign includes educational sessions that teach the principles of reducing, reusing, and recycling, along with activities to engage students and their families in recycling practices.

education environment recycling youth engagement

Finland

HSL’s Brand and Marketing Director Anu Koskinen: ‘We Are Not Afraid of Being Talked About’

Brand: HSL

Campaign: HSL Looks

Source: https://www.markkinointiuutiset.fi/artikkelit/hsl-n-brandi–ja-markkinointijohtaja-anu-koskinen-emme-pelkaa-sita-etta-meista-puhutaan

Goal: To engage communities in discussions about the brand through a fashion event.

Media: Fashion show

Summary: HSL has launched a new brand campaign centered around street fashion, collaborating with stylist Minttu Vesala. The campaign is inspired by lost and found items from HSL's public transport, aiming to highlight cultural diversity and spark conversations about the brand within communities. The project involves recycled materials and has seen input from various young designers.

brand campaign diversity recycling street fashion

Portugal

Continente promotes ‘Cadernão’ initiative to transform used notebooks into trees

Brand: Continente

Campaign: Cadernão

Source: https://www.imagensdemarca.pt/artigo/continente-promove-iniciativa-andquotcadernaoandquot-para-transformar-cadernos-usados-em-arvores/

Goal: Collect used notebooks and paper to plant trees

Claim: Transform used notebooks into trees

Summary: Continente is promoting the 'Cadernão' initiative in partnership with Oxford, encouraging consumers to drop off used notebooks and paper at selected store EcoSpots until September 20. The goal is to collect 100 tons of paper, leading to the planting of 2,000 trees. Since 2021, the initiative has collected 337 tons of paper and resulted in the planting of 5,120 trees, contributing to sustainable practices in education.

education recycling sustainability

Belgium

Recupel and Allianz Memorial Van Damme Join Forces to Recycle Your Mobile Phones

Brand: Recupel

Campaign: Allianz Memorial Van Damme Recycling

Source: https://pub.be/fr/recupel-et-lallianz-memorial-van-damme-sassocient-pour-recycler-vos-gsm/

Goal: To recycle old mobile phones

Summary: Recupel has partnered with the Allianz Memorial Van Damme event to promote the recycling of mobile phones. This initiative aims to encourage attendees to recycle their old devices during the event.

event partnership recycling sustainability

Portugal

Green Point Brings VAR to Recycling with the Help of Pedro Henriques

Brand: Ponto Verde

Campaign: Vamos, certamente, chegar ao ponto

Source: https://www.imagensdemarca.pt/artigo/ponto-verde-leva-o-var-para-a-reciclagem-com-a-ajuda-de-pedro-henriques/

Goal: Promote the ELO chatbot for recycling

Media: television, radio, digital media, general and specialized press, outdoor advertising, influencer marketing

Summary: Ponto Verde launched a communication campaign to promote its chatbot named ELO, aimed at clarifying common doubts about waste separation and the correct use of recycling points. The campaign features former international referee Pedro Henriques and draws inspiration from the FIFA World Cup. Despite 70% of Portuguese people separating their packaging, only 1 in 10 do it correctly. The campaign will be disseminated across multiple media channels and includes digital films showcasing ELO as a source of clarification regarding packaging recycling.

chatbot environmental awareness recycling

Ireland

Re-turn and Boys+Girls Launch New ‘Re-turn It Right’ Campaign

Brand: Re-turn

Campaign: Re-turn It Right

Source: https://www.adworld.ie/2026/07/17/re-turn-and-boysgirls-launch-new-re-turn-it-right-campaign/

Goal: Encourage people to donate empty cans and bottles to local causes

Claim: Irish people love to do the right thing

Media: Television and out-of-home channels

Summary: Re-turn has launched a campaign encouraging donations of empty cans and bottles through orange collection bins, featuring a TV commercial about a student named Ben. The campaign promotes donating the deposit value to local charities, illustrating Irish helpfulness through relatable scenarios and event-themed advertising. The initiative supports children's charities through its 'Re-turn for Good' program.

charity donation Irish culture recycling