Gumshoe: the first shoe made from recycled chewing gum|海报/平面,户外|广告营销案例【ADGuider广告指南】

Gumshoe: 第一只由回收口香糖制成的鞋子

案例简介：为什么这项工作与品牌体验和激活相关？ Gumshoe的创建是为了引起人们对乱扔口香糖的关注，并教育那些在口香糖问题中扮演最重要角色的年轻人的口香糖回收利用。我们决定向他们介绍一些新鲜而值得谈论的东西: 第一只由回收口香糖制成的鞋子。我们通过户外活动和口香糖乱扔的区域周围的回收箱 (来自回收的口香糖) 使回收口香糖的过程更具吸引力。通过上传这些口香糖回收点的图片并在Instagram上分享，他们能够赢得自己的一对，其中包含自己的口香糖。背景每年有150万公斤的口香糖出现在荷兰的街道上。清洁口香糖使荷兰政府损失了数百万欧元。接下来，口香糖降解需要20到25年的时间，许多动物在废物中窒息而死。非营利性城市营销组织Iamsterdam希望提高人们对阿姆斯特丹口香糖垃圾问题的认识，并确保人们不会将口香糖扔在街上。为了提高对这个问题的认识并帮助解决方案，我们需要一种独特的方法来吸引目标受众的注意力。描述创意 (投票20%) 口香糖是由合成橡胶制成的。这使它成为制造新产品的合适材料。从阿姆斯特丹各地收集口香糖我们将这些无用的废物变成了有用的东西，并从没人关心的东西中创造出了人们真正想要的产品。我们创造了Gumshoe: 第一款由回收口香糖制成的鞋子。接下来，我们与荷兰最大的口香糖生产商Sportlife合作®通过户外活动收集口香糖，并在学校及其周围放置口香糖回收箱 (由回收的口香糖制成)，以防止在这些乱七八糟的区域周围乱扔口香糖。这种用过的口香糖是用新的胶鞋加工的。通过上传这些口香糖回收点的图片并在Instagram上分享，他们能够赢得自己的一对。所以你最终可以拥有一双自己的口香糖。描述策略 (投票20%) 从研究中我们了解到，年轻人对那些告诉你不应该做什么的竞选活动并不敏感。关于乱扔垃圾的传统活动没有达到他们的目标，首先也是最重要的是没有达到目标受众。我们需要一种让他们感兴趣并同时教育他们的方法。除了提高意识之外，我们还需要建立同情心和真正的动力来共同解决口香糖问题。通过将他们的兴趣与问题相结合并展示创新产品，我们能够让他们以积极的方式谈论问题。并使它们成为解决方案的一部分。描述执行情况 (投票30%) 在4月18日，发布了一份新闻稿，宣布了口香糖。7月，我们在哈德逊湾与荷兰名人和有影响力的人组织了一个发布派对。它被放置在慕尼黑现代艺术博物馆，由阿姆斯特丹议员开幕。8月，阿姆斯特丹发起了另一项展示口香糖的活动。在旧金山举行的全球气候行动峰会上提出后的一个月。在10月的荷兰设计周上，与荷兰部长和著名DJ Sam Feldt的塑料承诺，比利时国际鞋业会议和斯科普里设计周。由于Gumshoe受到了极大的关注，因此是荷兰Sportlife最大的口香糖制造商®走近我们合作。在12月，我们开始在学校周围放置口香糖回收箱，并与街头艺术家合作，使它们更加可见。然后在1月，我们发起了一场大型户外运动。列出结果 (投票30%) 通过国内和国际媒体 (博客，社交媒体，网站，新闻)，我们在全国范围内达到17.078.270人，在国际上的印象超过750.000.000。我们可以自豪地说，我们已经成功地将我们的信息传达给了大多数荷兰公众。我们的内容和故事发表在几个大型荷兰生活平台，大多数大型日报和国家电视台。通过《边缘》和《财富》杂志，这一消息迅速传遍了中国、俄罗斯、巴西等国。社交媒体上的嗡嗡声很大，t-mobile首席执行官John Legere和美国喜剧演员Pee-wee Herman都在谈论它。在社交媒体上，我们注意到积极的评论，人们欢呼创新和意想不到的角度。竞选中令人惊讶的元素引起了很多同情。从德国到乌克兰，从中国到美国，人们都听说过Gumshoe，以此作为与口香糖垃圾作斗争的一种方式。在最初的几周内，我们的网站收到了超过一千个预订。

Gumshoe: 第一只由回收口香糖制成的鞋子

案例简介：Why is this work relevant for Brand Experience & Activation? The Gumshoe was created to grab the attention about gum littering and educate about gum recycling of those who play the most significant role in the gum litter problem: youngsters. We decided to introduce them with something fresh and worth talking about: The first shoe made from recycled gum. We made the process of recycling gum more appealing with an outdoor campaign and recycling bins (from recycled gum) around gum littered areas. By uploading an picture of these gum recycle points and share it on Instagram they were able to win their own pair which contained their own chewing gum. Background Each year 1.5 million kilos of chewing gum finds its way onto the streets of the Netherlands. Cleaning the gum costs the Dutch government millions of euros. Next to that it takes 20 to 25 years before chewing gum is degraded and many animals suffocate in the waste. Non-profit city marketing organisation Iamsterdam wanted to create awareness about the gum litter problem in Amsterdam and make sure people wouldn’t throw their gum on the street. To create awareness around this problem and help with the solution we needed a unique approach to get the attention of our target audience. Describe the creative idea (20% of vote) Chewing gum is made from a synthetic rubber. Which makes it a suitable material to manufacture new products. By collecting chewing gum from all over Amsterdam we turned this useless waste into something useful and created a product people actually want from something no one cares about. We created the Gumshoe: the first shoe made from recycled gum. Next to that we worked together with the biggest gum producer in the Netherlands, Sportlife® to collect chewing gum through an outdoor campaign and put up gum recycling bins (made from recycled gum) in and around schools to prevent gum litter around these highly littered areas. This used gum is processed in new Gumshoes. By uploading an picture of these gum recycle points and share it on Instagram they were able to win their own pair. So you can eventually own a pair with your own gum in it. Describe the strategy (20% of vote) From research we learned that youngers aren’t sensitive for campaigns that tell you what you shouldn’t do. Traditional campaigns about littering didn’t achieve their goals, and first and foremost didn’t reach the target audience. We needed an approach that would interest them and at the same time educate them. In addition to increasing awareness, we also needed to create sympathy and genuine motivation to solve the chewing gum problem together. By combining their interest with the problem and presenting an innovative product we were able to have them talk about a problem in a positive manner. And make them a part of the solution. Describe the execution (30% of vote) On April the 18th a press release was sent out announcing the Gumshoe. In July we organised a release party in Hudson's Bay with Dutch celebrities and influencers. It got placed in the Munich Modern Art Museum with an opening by the Councillor of Amsterdam. In August IAmsterdam launched another event showcasing the Gumshoe. The month after it was presented at the Global Climate Action Summit in San Francisco. In October at the Dutch Design Week, the Plastic Promise with Dutch minister and famous DJ Sam Feldt, the International Shoe Conference in Belgium and Design week in Skopje. Because of the enormous attention the Gumshoe received, the largest gum manufacturer in the Netherlands Sportlife® approached us to collaborate. In December we started putting up gum recycling bins around schools and worked together with street artist to make them more visible. Then in January we launched a big outdoor campaign. List the results (30% of vote) Through national and international media (blogs, social media, websites, news) we reached 17.078.270 persons nationally and over 750.000.000 impressions internationally. We can proudly say we’ve successfully reached the majority of the Dutch public with our message. Our content and story was published on several big Dutch lifestyle platforms, most big daily newspapers and national television. Via The Verge and Fortune magazine, the news quickly spread to China, Russia, Brazil and other countries. The buzz on social media was huge, with T-Mobile CEO John Legere and American comedian Pee-wee Herman talking about it. On social media we noticed positive comments, with people cheering the innovative and unexpected angle. The surprising element of the campaign created lots of sympathy. From Germany to Ukraine and from China to the US people heard about the Gumshoe as a way to fight gum litter. Within the first weeks our website received over a thousand pre-orders.