New Loop is a company that creates reusable cups as part of a closed-loop ecosystem. Their innovative solution is already present at major events like concerts and festivals, where smart disposal bins allow guests to return their cups in exchange for a refund.

For SMK Fridays at The National Gallery of Denmark, New Loop introduced this concept in a cultural setting—and it needed to be documented. The project resulted in two promotional videos: one showcasing how the system seamlessly operates in an environment where alcohol is consumed and how the bins blend aesthetically into events without standing out—in fact, they enhance the experience. The second video illustrates the complete user journey—from purchasing a drink, enjoying the exhibition, and finally, returning the cup to the designated bin.

The case was solved by creating two visually compelling and professionally filmed videos that merge creativity with authenticity. They reflect New Loop’s sustainable vision, align with SMK’s artistic atmosphere, and speak directly to the target audience—other event organizers seeking a sustainable solution. The project was a success, and the videos were shared on social media and New Loop’s website.