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objective was to show that everything we
throw in the garbage could be used again
by recycling the materials and using them
for new imaginative purposes. The imagi-
nation of the designers, the skills of those
who build the toys and consumer’s desire
for sustainable magic were the elements
which made this campaign possible.
The “From junk to toy” initiative included
an online spot, a website, forwarding infor-
mation to opinion-makers, a graphic cam-
paign, and a workshop-type event for FCC
employees.