Post-its are small sheets of self-adhesive paper in various sizes, shapes, and colors used for note-taking. The most characteristic color is yellow. They come in packs of multiple sheets stuck together. The adhesive is quite durable; it allows sticking, peeling, and re-sticking without coming off.

CHALLENGE
The target audience is people who want to be more productive, communicate better, and express themselves in various creative ways while being environmentally conscious. The objective is to inform that the new Post-its are made with 100% recycled paper and can be recycled again after use. The current issue with the product is that once used, Post-its end up in the trash. The ad would encourage people to give a second life to their used Post-its. The campaign would initially last for about three months, after which the results would be analyzed, and the possibility of extending it for another three months would be evaluated if successful. The primary medium would be magazines.

APPROACH
Afterlife: From the word “ghost,” the concept of life after death was generated. It is an idea related to the belief in ghosts or spirits. Life after death refers to the uses that could be given to used Post-its (recycling).

RESULT
The idea would be to show creative recycling options with Post-its after they have been used. The tone would be informative and approachable with a touch of fun. The idea is for people to use the ads as inspiration to do some crafts after using the Post-its. This campaign would be interesting to plant in a series of at least three ads, showing recycling ideas.