Carton can be recycled up to 9 times, giving it many different lives in one lifespan. A milk carton can become a cereal box, a napkin, or even a moving box. To dramatize this versatility, we created a campaign where people used recycled cartons as their past-life forms. like wiping happy tears with a milk carton.

The result was a series of films set in a twisted parallel carton universe, along with collaborations with Tetra Pak’s customers
who helped spread the message on their actual packaging.