Recycled Clichés

Recycled Clichés is a public-interest campaign created in the middle of Sofia’s 2025 waste crisis, a moment widely discussed as a mafia-driven pressure tactic that turned garbage into a tool against the city and its citizens.
As trash became impossible to ignore, four competing recycling organizations united to respond not with statements, but with action.

Recognizing that recycling continued to operate through independent logistics while the rest of the system was under pressure, the campaign reframed recycling as an immediate civic response rather than a moral appeal.

By deliberately using familiar advertising clichés across films, outdoor and media, Recycled Clichés entered the public conversation in a language people instantly recognized — and redirected it toward collective responsibility.
At a time of crisis and tension, the campaign positioned recycling as a simple, accessible way for citizens to participate in protecting their city.