Advertising heritage as a creative resource in the coronavirus pandemic in Spain: Ecovidrio’s “Reciclar da vida” campaign

Abstract

In the absence of studies carried out in our country on the use of advertising heritage as a creative resource in a context of health crisis, this work aims to: (1) identify and analyze the advertising pieces that make up the Ecovidrio’s “Reciclar da vida” campaign; (2) reflect on the documentary resources on advertising heritage that allow this research to be carried out. Through the methodology of the case study, it has been possible to identify the 32 advertising pieces that give life to Ecovidrio's proposal. Despite the fact that most of the information has been located thanks to the Anuncios magazine, the restricted nature of access to its technical information in some cases, and the impossibility of having some of the information needed, justify the interest, already endorsed by other authors, to pay attention to the need to conserve advertising heritage and facilitate its access for informational and research purposes to current and future generations.