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Strategy
Concept
Product design
Outdoor
To create awareness about chewing gum litter we created a product people actually want, from something nobody cares about.
Problem
1.5 million kilos of chewing gum finds its way on to the streets of the Netherlands. Cleaning costs Dutch municipalities millions of euros every year. It takes 20 to 25 years before chewing gum is completely gone and many animals suffocate in the waste.
Case study
Campaign film
Solution
We discovered gum is made from a synthetic rubber. What makes it a suitable material to manufacture new products. So, we collected gum from all over Amsterdam and turned this useless waste into something useful. We created a product people actually want from something no one cares about. Which turned out to be a perfect conversation starter and incentive to make people think about their own behaviour.
Together with the city council and the largest chewing gum manufacturer in The Netherlands we put up recycling bins around schools and created billboards where you could leave your gum behind for recycling.
Since the launch the shoe has been commissioned at
- The collection of the Design Museum in Munich
- The Fashion Week in Milan
- The Dutch Design Week in Eindhoven
- The Design Week in Skopje
- The Plastic Promise during ADE
- The International Shoe Conference in Belgium
- The Design event MaterialDistric in Rotterdam
- The Global Climate Action Summit in San Francisco
- And more..
Awards
CLIO Awards Bronze | Out of Home
CLIO Shortlist | Product Design
CLIO Shortlist | Out of Home
CLIO Shortlist | Out of Home
EPICA Awards Silver | Media innovation
EPICA Awards Bronze | Fashion, footwear & accessories
ADCN (ADC Netherlands) Bronze Lamp | Activation
ADCN (ADC Netherlands) Bronze Lamp | Product design
CANNES LIONS Shortlist | Design
CANNES LIONS Shortlist | Design
CANNES LIONS Shortlist | Media
CANNES LIONS Shortlist | Media
CANNES LIONS Shortlist | Brand Experience & activation
CANNES LIONS Shortlist | Brand Experience & activation
CANNES LIONS Shortlist | Brand Experience & activation
THE ONE SHOW Shortlist | Experimental design
THE ONE SHOW Shortlist | Integrated PR
THE ONE SHOW Shortlist | Direct
THE ONE SHOW Shortlist | Print & Outdoor
THE ONE SHOW Shortlist | Intellectual Property
SAN ACCENT Shortlist
EUROBEST Shortlist | Outdoor
EUROBEST Shortlist | Interactive experience
EUROBEST Shortlist | Environmental design