希斯罗机场快车公司的新海报

英国希斯罗机场快线近日发起了一项海报宣传活动，旨在提高人们对垃圾回收利用的意识。海报上的伦敦火车上的垃圾被制成了栩栩如生的雕塑。从城市到机场的线路运行的列车从伦敦帕丁顿站到希思罗机场需要15分钟。这一活动是与品牌咨询公司Given London、插画家兼纸雕塑家丽贝卡•萨瑟兰(Rebecca Sutherland)合作发起的。“升级循环”的垃圾被制成各种各样的雕塑，从复杂的到轻松的，包括人们做不同活动的小雕像，比如跳舞、演奏乐器和摄影，到排版、图案，甚至是炸鱼薯条的复制品。

Trainline the Heathrow Express has launched a poster campaign that looks to raise awareness of recycling, by featuring vibrant sculptures made from rubbish found on London trains. The city-to-airport line runs trains that take 15 minutes to travel between London Paddington station and Heathrow Airport. The campaign has been created in collaboration with brand consultancy Given London, and illustrator and paper sculptor Rebecca Sutherland, who has hand-crafted art out of rubbish found on trains, such as newspapers, discarded cups and bottle tops. The “upcycled” rubbish has been turned into a variety of sculptures, from intricate to light-hearted, including figurines of people doing different activities, like dancing, playing instruments and photography, through to typography, patterns and even a replica plate of fish-and-chips. The various posters, featuring different paper sculptures and vignettes, depict “sustainability achievements” by Heathrow Express, such as cutting their landfill waste down to zero, using electric trains, increasing the number of women train drivers, and the company’s work with education charity Harris Academy in helping 1,000 young people prepare for working life. Newspaper was the key resource used for creating intricate cut-outs of figurines and people, while more inventive waste materials have been used for other sculptures, such as drink cans to make salt and pepper pots in the fish-and-chip illustration. Sutherland, who has previously created artwork for clients including the Royal Mail and Virgin Atlantic, says: “My thinking was to create things that… [were both] seen as refuse and a visually stunning image – [I wanted] just enough change so we can still see what it is [made from].” Matt Wright, associate creative director at Given London, adds: “Consumers are more drawn to something that is real, tactile and tangible. So [we thought] something with a hand-crafted touch and a personal feel would resonate strongly. We also didn’t want lengthy word counts or complicated visuals.” The posters will appear in the arrivals walkway at Heathrow Airport, Terminal Two, to greet people as they land in London. The campaign is part of a wider Heathrow 2.0 strategy for sustainability.