Title | ECO PARKING |
Brand | HYUNDAI |
Product/Service | HYUNDAI KONA ELECTRIC |
Category |
E02. Ambient Outdoor |
Entrant
|
HAVAS Madrid, SPAIN
|
Idea Creation
|
HAVAS Madrid, SPAIN
|
Production
|
HAVAS Madrid, SPAIN
|
Credits
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.