ECF - Car recycling
A digital out-of-home campaign created for Munich Airport during IAA Mobility, designed to capture the attention of automotive executives arriving in Munich. (2025)
Campaign concept · Motion Design · Graphic Design
THE INSIGHT
Cars are built to move people forward. But what happens when they reach the end of the road?
Instead of presenting recycling as a technical or environmental issue, the concept reframes the end of a vehicle's life as the beginning of something new.
Challenge
IAA Mobility brings together some of the biggest names in the automotive industry. With thousands of people moving through Munich Airport, the challenge was to create a message that could cut through a busy environment and hold attention in just a few seconds.
The campaign needed to communicate the importance of responsible car recycling while speaking directly to an audience already immersed in the future of mobility.
THE CONCEPT
Rather than focusing on the moment a vehicle is discarded, the campaign visualises what comes next.
Through bold illustration and animation, the car's journey continues beyond the road, showing how its materials can be recovered, reused and given
another life.
THE VISUAL LANGUAGE
The visual direction uses bold graphic shapes, simplified forms and movement to make a complex subject immediately understandable.
The animation was designed around transformation, using movement to demonstrate the circular journey of materials and create a visual hook that could work within the short attention span of an airport environment.
