We discovered that each person produces 17.2 tons of garbage in their lifetime and used this insight to invite people to reflect on the impact of waste. But this campaign goes beyond raising awareness—it drives real change. Vital, Coca-Cola’s mineral water brand, reduced its packaging plastic by 40%, cutting 600 tons of plastic per year. This eco-design earned the first-ever "Low Waste" certification from the Ministry of the Environment. We set out to spark a conversation about the environmental legacy we leave behind for future generations and positioned the brand as a leader in sustainability, proving that big companies can take bold steps for a better future.