THE FIRST SHOE MADE FROM RECYCLED GUM
Title | THE FIRST SHOE MADE FROM RECYCLED GUM |
Brand | AMSTERDAM METROPOLITAN AREA / I AMSTERDAM |
Product/Service | GUMSHOE |
Category |
D02. Small Scale Special Solutions |
Entrant
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
Idea Creation
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
Credits
Jonathan van Loon |
Publicis Amsterdam |
Art Director |
Daniel Ashkol |
Publicis Amsterdam |
Copywriter |
Mischa Schreuder |
Publicis Amsterdam |
Creative Director |
Ramon Stalenhoef |
Publicis Amsterdam |
Creative Director |
Dave Fransen |
Publicis Amsterdam |
Designer / Photographer |
Manon van Otegem |
Publicis Amsterdam |
Account Director |
Garezi Septara & Shaquille Gunther |
Explicit Wear |
Shoe designers |
Pieter Wolter |
Good Sounds |
Music & Sound Supervisor |
Jurriaan Balhuizen |
Good Sounds |
Composer |
SNAR |
Undisclosed |
Street Artist |
MonstaH |
Undisclosed |
Street Artist |
Reyhana Danisan |
Undisclosed |
Street Artist |
Garezi Septara |
Undisclosed |
Street Artist |
Write a short summary of what happens in the ambient or digital execution or campaign.
Together with city council we put up gum recycling bins and made them more visible and appealing using street artists. In severely chewing gum littered areas people can now throw away their gum in these bins. We used the Gumshoe, the first shoe made out of recycled chewing gum, as an incentive to recycle your own gum. The collected chewing gum will be used to create new Gumshoes. If you share a picture of yourself placing your gum in the bin and hashtag it with #Gumshoe you can win your own pair.
Cultural/Context information for the jury
Throwing gum on the street isn’t seen as a serious problem. People do it all the time and won’t be corrected by others. Every year about 1.5 million kilos of chewing gum finds its way on to the streets of the Netherlands. Cleaning the gum costs Dutch municipalities millions of euros. It takes 20 to 25 years before chewing gum is completely gone and many animals suffocate in the waste. Campaigns that used to run didn’t achieve their goal, and first and foremost didn’t reach the target audience, which resulted in a growing problem.