May 21, 2026 17:26

The image of a wolf, made up of plastic waste and accompanied by the claim “Who’s Afraid of Recycled Plastics?”, is the central theme of the new international campaign launched by Aliplast, a company in the Italian HERA group active in the recovery and recycling of plastic waste.

The message, the company explains, challenges the ideological narrative that over the years has turned plastics into an absolute symbol of the environmental problem. It invites people to overcome prejudices and see recycled plastics for what they really are: a material that, when managed within a secure, certified and compliant European supply chain, can become a strategic resource for the circular economy across several industrial sectors.

The protagonist of the campaign was not chosen by chance. According to the creatives behind it, the wolf deliberately evokes the collective and irrational fear that has built up over time around plastics, just as it has around the wolf in fairy tales and the collective imagination: an animal perceived as a threat, but one that in reality plays a specific and necessary role in natural ecosystems.

“The new campaign represents an important step in the process of strengthening the Aliplast brand internationally,” comments Michele Petrone, CEO of the Treviso-based company. “In an increasingly regulated and complex industrial landscape, we want to help change the way we talk about plastics. Plastics are neither good nor bad in themselves; it is how it is managed that makes the difference: at Aliplast, we work every day to transform this material into a tangible resource, through a secure, traceable and compliant European supply chain.”

Conceived by the integrated communications agency Heads Group, the new campaign is already accompanying Aliplast at the sector’s main international trade fairs, starting with PRS Europe and Interpack. It will also be rolled out in the B2B press and through digital display advertising activities.

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