Hubcycled, a large-scale project and collaboration between Justement and MPA, represents a challenge from both an advertising and a creative point of view. For its PR roll-out to influential institutional targets, we had to develop a presentation video for this start-up that transforms by-products from the agri-food industry into strategic ingredients. To explain Hubcycled's action in less than a minute in a simple and engaging way, encouraging people to join the movement (without being sanctimonious), while respecting its lexical field and brand identity.