Title	TRASH TUNES
Brand	CITY OF ANTWERP
Product/Service	ANTI-DIRT CAMPAIGN
Category	A07. Charities, Public Health & Safety, Public Awareness Messages
Entrant	DUVAL GUILLAUME Antwerp, BELGIUM
Idea Creation	DUVAL GUILLAUME Antwerp, BELGIUM
PR	DUVAL GUILLAUME Antwerp, BELGIUM
Production	DUVAL GUILLAUME Antwerp, BELGIUM
Additional Company	TECNOR Grimbergen, BELGIUM

Name	Company	Position
Arjen Tarras & Kasper Janssens	Duval Guillaume	Creative Team
Dries De Wilde & Koenraad Lefever	Duval Guillaume	Exectuvie Creative Director
Jet Vervenne	Duval Guillaume	Account Manager
Patrick Clymans	Duval Guillaume	Managing Director
Dorien Van Antwerpen	Duval Guillaume	Account Executive
Christ Lannoy	Duval Guillaume	Production Manager
Tom Peeters	Stad Antwerpen	Communicatieverantwoordelijke
Ben Dillen	Stad Antwerpen	Communicatiedeskunde Stadsbeheer
Kathy Van Looy	Duval Guillaume	PR Director
Laurent Lejeune	Duval Guillaume	Graphic Designer

The Campaign

In order to get people’s attention and to open their eyes to denote the issue of urban litter we made singing bins, which we called the Trash Tunes. The idea all started with the form of the bins. When you look at the bins in the City of Antwerp you can identify the form of a jukebox. That’s why we had the idea to turn the trash bins into real jukeboxes and to motivate people to throw their trash in the paper baskets/bins by giving them something in return, namely a part of a well-known song. We made deals with different labels. Every time someone throws something in the bin, they got thanked by the bin singing “give it to me, Baby”, “you’re simply the best” or “drop it like it’s hot”. We succeeded in making something ordinary, throwing away trash, into an extraordinary experience.

Execution

Every jukebox consists out of 2 plastic shells. To produce the shells, a special mould was made based on the exact forms of the trash bin. The design of the jukebox was based on the authentic Wurlitzer jukebox with remarkable colours as red, yellow, orange, green and blue. In the middle of the shelf, the “A” logo of the City of Antwerp was integrated. Inside the trash bin we provided a sensor to detect every move. As soon as the trash passes the sensor, the music starts. As a real jukebox, we also integrated light streaks underneath the cover, that light up when the music starts to play. So even at night the jukeboxes are a success. Furthermore, we made a movie of passengers who used the bins and danced on the trash tunes, and spread it online.

In total, over 50 jukeboxes were placed all over the city. Not only did people notice the bins more in the streets, near the musical bins urban litter dropped by 65% (as measured by the City of Antwerp). Also on social media, the bins didn’t go unnoticed. The social movie was only spread in Belgium and had more than 240.000 views on Facebook. The Trash Tunes made headlines in every Belgian newspaper and became an item on all main national TV channels as well as abroad.

The Situation

As urban littering is a problem in Antwerp, we needed the help of the media to get people thinking about their behaviour. A playful and engaging creative idea had to get the journalists' attention. The campaign wants to reward people for taking care of their surroundings, by using world famous hit music. The more media reported about the efforts of the City of Antwerp, the more people will realize that it's not done to just litter in the streets.

The Strategy

A clean neighbourhood is a shared responsibility. That’s why it is important to focus on the individual responsibility of every occupant. We choose to use the bins as the communications carrier. This way we didn’t only bet on the visibility of the bins, but also on the actual activation of the desired behaviour.