Reusable drinking cups

Vlaams-Brabant

Oktober 2025

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Single-use cups are a thing of the past, and the Province of Flemish Brabant is perfectly fine with that. With a smart rental service packed with reusable cups, coffee mugs and brand-new wine and cava glasses, they make it easy for event organisers to go sustainable. No hassle, no excuses.

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Our approach

To put that story in the spotlight, Medialife flipped the perspective. Literally. We created a promo film told by an unexpected narrator: the cup itself. A reusable cup with a voice, guiding us through a day full of small adventures. From waking up in the warehouse to heading out to an event. From hanging out with fellow “cup friends” to enjoying a well-earned spa moment in the industrial washing line.

Our impact

With humour, a wink and just the right amount of practical info, our talking cup shows how simple and carefree the system really is. Sustainability has never been this cute.

Een grote groepsfoto met camera's, microfoons en lichtapparatuur filmt een tafelscène met een hond en verschillende acteurs in een industrieel interieur.

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Teamwork

This project was realised in collaboration with these partners.

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