| Title | USED PACKSHOTS |
| Brand | MOOIMAKERS |
| Product/Service | ANTI-LITTERING |
| Category |
B03. Use of Print / Outdoor |
|
Entrant
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LDV UNITED Antwerp, BELGIUM
|
|
Idea Creation
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LDV UNITED Antwerp, BELGIUM
|
|
Media Placement
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KINETIC Brussels, BELGIUM
|
|
PR
|
LEWIS Antwerp, BELGIUM
|
Credits
| Kristof Snels |
LDV United |
Creative Director |
| Yannick Schoch |
LDV United |
Art Director |
| Wesley Kustermans |
LDV United |
Copywriter |
| Jeffrey Uten |
LDV United |
Design director |
| Marieken Maes |
LDV United |
Account Director |
| Tomas Sweertvaegher |
LDV United |
Strategic Director |
| Jeffrey Uten |
LDV United |
Design director |
| Niki Desiron |
LDV United |
Designer |
| Pieter Van Schil |
LDV United |
Account Executive |
| Greg Smolders |
Greg Smolders |
Photographer |
Why is this work relevant for Media?
People’s motivation to pay attention to anti-littering messages are rather low. In order to make them look at our billboards, we copied what the other big boys did: we made packshots... empty ones.
We had a unique partnership with major brands such as Coca-Cola and Lipton, to make spin-offs of their original packshots campaign. We agreed with them to buy duo-packets of shared OOH-mediaspace, so that our posters would always appear right after theirs in order to share their reach for the sake of the anti-littering message.
Background
Nobody likes litter along the road or in public spaces. It’s dirty, annoying and it costs the Flemish government 60 million euros each year to clean up the 17.500 tons of garbage. A large amount of that garbage consists of empty soda bottles and cans. Ironically lots of public billboards are used to advertise the same bottles and cans by showing refreshing packshots.
Mooimakers, a public organization with governmental support that strives against littering, wants to convince people to stop throwing garbage in public spaces. Unfortunately, the motivation to pay attention to anti-littering campaigns is still rather low.
Describe the creative idea/insights
So how could we get the interest of the public? Simple, by doing what the others do: we made packshots. Introducing The Used Packshots. To get enough attention, we partnered up with the big boys: Coca-Cola, Unilever and Spa.
We created spin-offs of the original soda print campaigns, in which the visuals stayed the same, but the packshots were replaced with empty ones. We also slightly adapted the headlines to our own messages. Each OOH poster of Mooimakers was shown next to the original campaign of Coca-Cola, Lipton or Spa.
Describe the strategy
To maximize the campaign's impact, we wanted to show all adapted packshots at the same moment. The problem: normally, these highly competitive brands would buy all outdoor advertising space for a full week in order to get a monopoly.
In order to overcome this issue, we had to make them join the debate and convince them that a media peace was necessary to get the best results for our anti-littering campaign.
Describe the execution
In the first wave, we agreed with Coca-Cola, Spa and Lipton to buy duo-packets of shared OOH-mediaspace, so that our posters would always appear right after theirs.
Besides, after some strong negotiating, we got all brands convinced to share their advertising space at the same time, in the same cities, all for the sake of our anti-littering message.
List the results
The campaign was quickly noticed by other big players and soon, new brands joined the anti-litter movement.
What started off as a regional campaign, evolved into a national story supported by three extra partnerships with Belgium’s major beer brands: Maes, Gordon and Jupiler. Resulting in an extra wave of posters.