Akçansa

Akçansa, aligned with its 2030 Sustainability Goals and the vision of "We Are the Building Blocks of a Sustainable Future," was transforming its production processes. 

As a pioneer in the sector with projects aimed at reducing carbon emissions and transitioning to renewable resources, the company achieved a significant milestone by increasing its alternative fuel usage rate to 19.1% in 2021, compared to the industry average of 7-8% in Turkey. 

As Magnet20, we developed and executed the "You’re Not Waste Anymore" campaign to communicate this success and raise public awareness. The campaign focused on the idea that waste is not truly "waste" but can be transformed into something valuable. 

By personifying waste, we created an emotional connection and conveyed the message of "You’re Not Waste Anymore," highlighting both the potential of waste and Akçansa's leadership in sustainability. In the campaign's communication, we used the letter "r" in the slogan as a typographic element to symbolize the transformation of waste into a resource. 

The project began with teaser social media polls, followed by an advertising film, print ads, and digital campaigns that reached a wide audience. The "You’re Not Waste Anymore" campaign successfully raised awareness both offline and online, adding value to Akçansa's sustainability journey. We are proud to have successfully completed this impactful project.