This innovative campaign by Wecycle focuses on approaching gamers in an out-of-the-box way to raise awareness about the importance of recycling light bulbs. By using in-game ads, players are confronted with recycling in a subtle and interactive way. The ads are integrated into the game environment, making the message stand out naturally without disrupting gameplay. The goal is to encourage environmental awareness within a young and tech-savvy audience and make lamp recycling accessible and relevant among the target audience.