Every year in Europe, 35 million mattresses are discarded, posing a significant environmental impact. For this reason, Auping developed the Take Back System (ATBS), ensuring the recycling of old mattresses and the recovery of valuable materials for reuse. To communicate this initiative, we created a TV commercial in collaboration with advertising agency Buutvrij for Life, using 500 discarded mattresses. Each mattress was hand-painted with a frame of the animation. After photographing all the painted mattresses, we digitally arranged them in the correct sequence, resulting in a stop-motion-like (cell) animation used in Auping's commercials and online promotions.
The film received international recognition, including a SAN Accent Award, the prestigious professional award by, for and from advertisers.
