Title | USED PACKSHOTS |
Brand | MOOIMAKERS |
Product/Service | ANTI-LITTERING |
Category |
E01. Standard Sites |
Entrant
|
LDV UNITED Antwerp, BELGIUM
|
Idea Creation
|
LDV UNITED Antwerp, BELGIUM
|
Media Placement
|
KINETIC Brussels, BELGIUM
|
PR
|
LEWIS Antwerp, BELGIUM
|
Credits
Kristof Snels |
LDV United |
Executive 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 |
Niki Desiron |
LDV United |
Designer |
Pieter Van Schil |
LDV United |
Account Executive |
Greg Smolders |
Greg Smolders |
Photographer |
Translation
Coca-Cola: Win fantastic dream holidays --> throw empty bottles in the rubbish bin
Lipton: Taste green, feel good --> think green, rubbish in the bin
Spa fruit: Buzzing with fruit. 100% natural ingredients --> Empty bottle – buzzing in the rubbish bin. 100% cleaner streets
Jupiler: New look. Trusted Jupiler. --> Empty can. Entrusted to the rubbish bin.
Gordon: to skip this ad, look away. --> Never skip the rubbish bin
Maes Radler: New, Agrum 0,0% --> Neat, in the rubbish bin, 100% clean
Cultural/Context information for the jury
Each year, 17.500 tons of litter is collected in Belgium. 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, motivation to pay attention to anti-littering campaigns is rather low.
How to get people's interest? 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. Each OOH poster of Mooimakers was shown next to the original campaign of Coca-Cola, Lipton or Spa.