Few Italians really appreciated the true value of steel, an enduring, sustainable material that can be recycled over and over again.  

We needed a strong creative idea to handle an important issue with limited appeal for the wider public: recycling, and recycling steel in particular.

We needed a versatile figure which would overturn clichés about recycling and accompany the public along steel packaging’s journey from the table to the steel mill.

We created the character of Capitan Acciaio (Captain Steel), giving him armour crafted entirely from tins, cannisters, lids and cans and making him the symbol (in tin and bone) of how steel packaging can be recycled.

Capitan Acciaio puts across the benefits of recycling steel to peoplecompanies and institutions, using a transversal but specific approach for each sector.


Consorzio RICREA


  • Media relations
  • Social Media
  • Event Management