How do you make zero waste tangible at neighborhood level—without moralising, and without losing people along the way? Together with the District Office of Reinickendorf, we developed RE:DORF: a new public-facing brand and communication platform that translates zero-waste principles into everyday action. In its first phase, the campaign reached 2.3 million contacts in public space, grew its Instagram community by +53%, and activated residents across multiple Reinickendorf neighborhoods through OOH, local events, and digital formats.
Cleanliness, waste separation, and illegal dumping are persistent challenges in many urban neighborhoods. In Reinickendorf, residents showed a high willingness to act sustainably—but lacked clear information, visible offers, and accessible points of engagement. Existing initiatives were fragmented, often poorly communicated, and rarely connected to people’s everyday routines. The district needed a unifying narrative and platform that could make zero waste visible, relatable, and locally relevant—without adding complexity or blame .
Problem
Cleanliness, waste separation, and illegal dumping are persistent challenges in many urban neighborhoods. In Reinickendorf, residents showed a high willingness to act sustainably—but lacked clear information, visible offers, and accessible points of engagement. Existing initiatives were fragmented, often poorly communicated, and rarely connected to people’s everyday routines. The district needed a unifying narrative and platform that could make zero waste visible, relatable, and locally relevant—without adding complexity or blame .
We created RE:DORF as a new umbrella brand—connecting Reinickendorf with zero-waste principles in a clear, modern, and low-threshold way. From naming and corporate design to campaign logic, all measures were tied together under one recognizable system.
The rollout combined OOH, digital screens, social media, printed materials, pop-up actions, and neighborhood events. Core themes were broken down into everyday “RE:” modules—RE:USE, RE:PAIR, RE:CYCLE—and communicated through authentic stories featuring real Reinickendorf residents. Alongside communication, we facilitated network meetings with housing companies, neighborhood management, and local initiatives to align offers and feed insights directly back into campaign content.
Solution
We created RE:DORF as a new umbrella brand—connecting Reinickendorf with zero-waste principles in a clear, modern, and low-threshold way. From naming and corporate design to campaign logic, all measures were tied together under one recognizable system.
The rollout combined OOH, digital screens, social media, printed materials, pop-up actions, and neighborhood events. Core themes were broken down into everyday “RE:” modules—RE:USE, RE:PAIR, RE:CYCLE—and communicated through authentic stories featuring real Reinickendorf residents. Alongside communication, we facilitated network meetings with housing companies, neighborhood management, and local initiatives to align offers and feed insights directly back into campaign content.
RE:DORF successfully established itself as a recognizable local brand for zero waste. The campaign generated 2.3 million public-space impressions, strong engagement through video-based storytelling, and continuous community growth on Instagram.
Beyond reach, the project delivered strategic learning: formats rooted in real neighborhoods and real people proved most effective, while pure presence without context showed limited impact. RE:DORF now serves as a scalable communication platform—connecting information, local offers, and civic engagement—and lays the foundation for long-term behavioral change through integrated, neighborhood-based approaches.
Impact
RE:DORF successfully established itself as a recognizable local brand for zero waste. The campaign generated 2.3 million public-space impressions, strong engagement through video-based storytelling, and continuous community growth on Instagram.
Beyond reach, the project delivered strategic learning: formats rooted in real neighborhoods and real people proved most effective, while pure presence without context showed limited impact. RE:DORF now serves as a scalable communication platform—connecting information, local offers, and civic engagement—and lays the foundation for long-term behavioral change through integrated, neighborhood-based approaches.
“RE:DORF has helped us create a shared language around cleanliness and waste prevention—one that residents can relate to and engage with. The campaign combined visibility with practical relevance and provided valuable insights for the next project phase.”
— District Office Reinickendorf of Berlin
“For us, the key was to start from everyday life. Local communication only works when people see themselves in it—on their streets, in their routines, in familiar situations. RE:DORF shows how new behavior can be anchored locally by making it visible, relatable, and part of daily life.”
— Maria Angerler, Creative Concept & Copy
