A digital trap campaign for aerosol cans

Spray Sereno is the name of the communication project developed by Ricrea in partnership with AIA Federchimica, Cial and Anfima, which has surpassed 42 million impressions on TikTok and Instagram. The disposal of the cans now has no more secrets, also for youngsters.

In a world increasingly attentive to sustainability, research by IPSOS has revealed how Gen Zs and Millennials are little aware of the correct disposal of aerosols and their impact on the environment.

Easy to use, safe and eco-sustainable, aerosol containers need to be properly disposed, and it is regarding this educational challenge that RICREA (National steel Recycling and Recovery Consortium), AIA Federchimica (Italian Federation of the Chemical Industry), CIAL (National Aluminium Packaging Consortium) and ANFIMA (Italian National Association of Metal and similar Packaging Manufacturers) have launched Spray Sereno, an innovative influencer marketing campaign to focus attention on the importance of the correct management of aerosol cans.

A non-conventional approach to Gen Zs and Millennials. Spray Sereno breaks the traditional barriers of institutional communication, involving influencers, creators and emerging trap artists to transmit a clear message through TikTok and Instagram.

Three artists in the trap scene have created original freestyles that address environmental and youth issues.

The Spray Crew, composed of three content creators, together with five selected influencers, has produced educational contents with the aim of dispelling false myths about environmental sustainability, exploiting a visual approach and a style aligned with urban and youth culture.

Aerosol cans are, in fact, useful for many daily activities and are friends of the environment thanks to sustainable propellants, but also to the steel and aluminium with which they are made, materials that can be infinitely recycled. The great popularity of the campaign has highlighted the importance of an innovative and engaging method to educate and raise awareness of the public regarding the importance of environmental issues.