Capitan Acciaio-IMC awards 2019
Few people in Italy knew the true value of steel, a permanent and sustainable material, because it recycles completely and indefinitely.
A strong creative idea was needed, one that could deal with a topic that was heard but not very "appealing" to the general public, such as separate waste collection, particularly of steel.
What was needed was a versatile figure who could dispel clichés about separate waste collection and could accompany citizens along the path of steel packaging, from the table to the steel mill.
Captain Steel was created with a suit of armor made entirely of cans, tins, canisters, caps and cans, until he became the symbol (in tin and bone) of steel packaging recycling collection.
CaptainSteel communicates to citizens, companies and institutions, across the board but specific to each, the benefits of separate steel collection.