How do you transform an everyday recycling bag into a fashion statement? Creative duo Chris Tribelhorn and Petya Lova deliver the answer: through precise visual craft, stylistic elegance and a clear conceptual message. Commissioned by Ruf Lanz, the two photographers created an awareness campaign for Getränkekarton-Recycling Schweiz, supported by industry leaders Tetra Pak, SIG Combibloc and Elopak.
The campaign aims to raise nationwide awareness for beverage carton recycling in Switzerland. The creative idea: reimagine the familiar blue recycling bag as an iconic It-bag – stylish, eye-catching and authentic. The visuals are currently displayed across Switzerland and have become part of Zurich’s urban landscape.
"Shooting this campaign for Getränkekarton-Recycling Schweiz was a creative challenge I fell in love with the moment I saw the layout - how do you turn a recycling bag into something that looks like an IT-bag? I loved that this project had a purpose behind the visuals - stylish but not preachy. It’s rare to combine fashion aesthetics with sustainability in a way that feels genuine." Chris Tribelhorn