ECO PARKING

TitleECO PARKING
BrandHYUNDAI
Product/ServiceHYUNDAI KONA ELECTRIC
Category D03. Special Build
Entrant HAVAS Madrid, SPAIN
Idea Creation HAVAS Madrid, SPAIN
Production HAVAS Madrid, SPAIN
Credits
Name Company Position
Jesús Lada Havas Chief Creative Officer
Fernando Zurita Havas Creative Director
David Díaz Carretero Havas Copy
Elisa Sánchez Havas Art Director
Raquel Pérez Navas Havas Production Manager
Vicky Morón Havas Producer
Alba Somoza Havas Producer
Jorge Montero Havas Editor
Rosa Galera Havas Account Manager
Ana Moraleja Havas Account Executive
Santiago Guzzo Havas Social Media

Write a short summary of what happens in the ambient or digital execution or campaign.

The action was a great success. We generated significant media buzz by providing a simple yet effective idea for a problem that affects all of us. But, more than that, we proved that it is possible to do things differently. In a matter of days, in a single car park, we managed to recycle the amount of plastic produced by 25 people annually. In a country with 7,268 km of coastline, just imagine what we could achieve.

Cultural/Context information for the jury

There is a monopoly on recycling in Spain. The system does not contemplate incentives and deems it to be an obligation of citizens. However, only 30% of plastics are recycled in Spain (Greenpeace). For the first time in our country, a brand rewarded users who recycled plastic containers and raised awareness in the process. In a public car park located in the tourist destination of Sanxenxo, Pontevedra (Spain), with a beach with high exposure to plastics due the overcrowding that occurs in the summer season, we installed a special device where parking time was paid for by recycling plastic containers. During some wonderful beach-going days, users could park their cars right next to the beach in a pay and display car park, but with the added bonus that they could pay for their parking time by recycling plastic containers.