THE FIRST SHOE MADE FROM RECYCLED GUM

Short List
ClientAMSTERDAM METROPOLITAN AREA / I AMSTERDAM
Category D02. Small Scale Special Solutions
TitleTHE FIRST SHOE MADE FROM RECYCLED GUM
Product/ServiceGUMSHOE
Entrant PUBLICIS Amsterdam, THE NETHERLANDS
Idea Creation PUBLICIS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
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.