USED PACKSHOTS

TitleUSED PACKSHOTS
BrandMOOIMAKERS
Product/ServiceANTI-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
Name Company Position
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.