FEVE wanted to draw attention to glass as the original environmentally friendly packaging material and spread the word across Europe. In the process, they created not just an awareness campaign but a budding social movement too. It centered on the Friends of Glass website, a multilingual gathering place for glass advocates. It spread to social media and through grassroots events like ‘Glass versus Plastic’ dinner parties. And it gave birth to Hank, the charming official spokesbottle singing sensation who crooned about recycling.
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