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是为了吸引人们对乱扔口香糖的关注，并教育那些在牙龈垃圾问题中扮演最重要角色的人的口香糖回收: 年轻人。我们决定向他们介绍一些新鲜和值得谈论的东西: 第一只由回收口香糖制成的鞋子。我们让回收口香糖的过程更具吸引力，户外运动和回收箱 (从回收的口香糖) 周围的口香糖垃圾区域。通过上传一张这些口香糖回收点的照片，并在Instagram上分享，他们能够赢得自己的一对，其中含有自己的口香糖。背景每年有150万公斤的口香糖找到它的方式在荷兰的街道上。清洗口香糖花费荷兰政府数百万欧元。除此之外，口香糖需要20到25年才能降解，许多动物在废物中窒息。非营利性城市营销组织Iamsterdam希望提高人们对阿姆斯特丹牙龈垃圾问题的认识，并确保人们不会把口香糖扔在街上。为了创造对这个问题的认识，并帮助解决方案，我们需要一种独特的方法来引起我们的目标受众的关注。描述创造性的想法 (投票20%) 口香糖是由合成橡胶制成的。这使得它成为制造新产品的合适材料。通过收集阿姆斯特丹各地的口香糖我们把这些无用的废物变成了一些有用的东西，并创造了一种人们实际上从没有人关心的东西中想要的产品。我们创造了Gumshoes: 第一只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)，以防止这些垃圾严重的区域周围乱扔口香糖。这种用过的口香糖是用新的口香糖加工的。通过上传一张这些口香糖回收点的照片，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，里面有自己的口香糖。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实现他们的目标，首先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，我们还需要创造同情和真正的动力，一起解决口香糖问题。通过将他们的兴趣与问题结合起来，并提出一个创新的产品，我们能够让他们以积极的方式谈论一个问题。并使它们成为解决方案的一部分。描述执行 (投票的30%) 4月18日，发布了一份新闻稿，宣布了Gumshoes。今年7月，我们在哈德逊湾与荷兰名人和有影响力的人一起组织了一场发布派对。它被放置在慕尼黑现代艺术博物馆，由阿姆斯特丹议员开放。8月，阿姆斯特丹推出了另一场展示Gumshoes的活动。在旧金山举行的全球气候行动峰会上提出后一个月。10月在荷兰设计周，与荷兰大臣和著名DJ山姆 · 费尔特的塑料承诺，在比利时举行的国际鞋子会议和设计周在斯科普里。由于备受关注，荷兰最大的口香糖制造商Sportlife®找我们合作。去年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，使它们更加引人注目。然后在一月份我们发起了一场大型的户外运动。列出结果 (投票30%) 通过国家和国际媒体 (博客，社交媒体，网站，新闻)，我们在全国范围内达到了17.078.270人，在国际上超过750.000.000人的印象。我们可以自豪地说，我们已经成功地向大多数荷兰公众传达了我们的信息。我们的内容和故事发表在几个大的荷兰生活方式平台，大多数大日报和国家电视台。通过The Verge和Fortune杂志，消息迅速传到中国、俄罗斯、巴西等国。社交媒体上的轰动很大，T-Mobile首席执行官约翰·莱盖尔 (John Legere) 和美国喜剧演员皮耶 · 赫尔曼 (Pee-wee Herman) 都在谈论这件事。在社交媒体上，我们注意到积极的评论，人们欢呼这个创新和意想不到的角度。竞选活动中令人惊讶的因素引起了很多同情。从德国到乌克兰，从中国到美国，人们都听说Gumshoes是一种对抗口香糖垃圾的方式。在最初的几周内，我们的网站收到了超过一千份预购订单。

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.