Herambiente Group entrusts Armando Testa with its new communications campaign
“From your waste, we create value”: a new narrative that highlights the expertise, innovation, and strategic partnerships of Italy’s leading operator in the field of environmental regeneration.
Herambiente Group (Hera Group), Italy’s leading operator in the environmental sector, specifically in the treatment and recovery of industrial waste, is launching its new corporate communications campaign created in collaboration with the Armando Testa Group.
This project marks a key step in the evolution of the Group’s positioning, focusing not only on industrial assets and facilities, but above all on the value generated by expertise, specialized consultancy, and the ability to support companies in their journey to regenerate their industrial waste with a global waste management service and innovative solutions.
The origin of the campaign comes from the need to explain what makes Herambiente a unique partner for industry: not merely as an environmental operator, but a player capable of being part of clients’ production processes, conducting deep-dive analysis, and designing customised solutions for the recovery and transformation of all types of waste at all client production facilities nationwide. This consultative and tailor-made approach allows companies to be supported along the entire supply chain, from management of waste to its reuse as new resources in production processes. This evolved partnership goes beyond the supplier-client approach to offer concrete support to companies in their green transition, helping them achieve their environmental and industrial targets more quickly and effectively.
This is the underlying foundation for the development of the new communications campaign. The creative concept stems from a shift in perspective: industrial waste is often perceived as low-value material destined to be disposed of. In reality, it holds untapped potential, which can only emerge thanks to those who “know how to see new opportunities in the material.” Herambiente has the know-how to harness this potential and transform it into tangible value, providing process engineering expertise, research and development, and co-design capabilities with clients to transform this potential into tangible value. In the most advanced projects, this might even lead to joint innovation paths, multi-year partnerships, or industrial joint venture initiatives. This vision is also summed up in the campaign’s bodycopy: “Value comes from those who see new opportunities in materials, even when it comes to industrial waste. Herambiente deploys research and development, engineering, innovative systems, and customised specialised consultancy to regenerate your waste and transform it into new, valuable resources for your business.”
The title of the campaign—“From your waste we create value,” or internationally “From waste to value”—clarifies the Herambiente Group’s commitment to positioning itself as a strategic partner in the circular economy, accompanying industrial clients on sustainable and competitive transformation journeys. The payoff flanking the logo, “Your Circular Partner,” reinforces this positioning even more.
The final image in the campaign provides a visual translation of the concept: industrial waste is depicted as a truly valuable asset, underscoring how what is commonly considered waste can become a strategic resource when managed with a structured industrial process based on reliable data, clear responsibilities, and shared KPIs.
“With this campaign, we are renewing the way Herambiente presents itself to the industrial world,” states Maurizio Giani, Director of Marketing & Brand Promotion at Herambiente. “Today, companies are not just looking for someone to manage their waste, but for partners who can integrate into their production processes, understand them, and jointly design solutions that improve environmental performance and at the same time industrial results. The campaign “We create value from your waste” perfectly captures our vision of circularity applied to industry and our role as a circular partner supporting customers in their transition towards an increasingly green, innovative, and competitive economy.” This vision fits seamlessly into the broader initiative that the Hera Group has been pursuing for nearly thirty years through SCART: a project that demonstrates how waste materials can be transformed into works capable of generating cultural, aesthetic, and symbolic value. Incorporating this language into a B2B campaign means not only talking about sustainability, but making it tangible and inspiring: waste not as a problem to be managed rather a resource to be capitalised on.”
“The idea behind the campaign stems from a shift in perspective: to show waste not for what it appears to be, but for the value it holds and what it might yet become. Today, industrial sustainability is no longer defined solely by facilities or processes, but by the ability to generate new visions. That’s why we decided to portray industrial waste as works of art, because the value lies not in the material itself, but in the ability to recognize its potential and imagine new possibilities. It was inspiring to work with a company like Herambiente, which translates this vision into processes, innovation, and concrete transformation every day,” comment Georgia Ferraro and Nicola Cellemme, executive creative directors at the Armando Testa agency.
So, the campaign represents a strategic step toward strengthening Herambiente’s brand identity at the international level, consolidating its positioning as a partner of excellence in global waste management, and highlighting the Group’s role as a European leader in the circular economy, capable of developing advanced engineering solutions and innovation pathways shared with businesses. The new campaign will be rolled out across various media—print, digital, and commercial communications during sector trade shows and events—and represents a key element in Herambiente’s positioning strategy as the industry’s go-to partner in the transition towards ever more innovative and sustainable production models.
Credits:
Agency: Armando Testa
Executive Creative Direction: Nicola Cellemme, Georgia Ferraro
Creative Team: Chiara Demichelis, Davide Cortese
Head of Client Service Milan: Emanuele Cicogna Mozzoni
Account Team: Ludovica Tonti, Gaia Salandrini
