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A throwaway campaign

Challenge

25 tonnes of litter are collected every day at motorway service areas in France. It’s a serious problem that increases in the summer when people go on holiday, as almost a third of French people throw rubbish out of their windows every day. How can the Vinci Autoroutes Foundation raise public awareness?

Idea

“A remedy for jettomania”

An offbeat campaign to fight against a scourge.

Organisations that send out awareness-raising messages are often perceived as lecturing and moralising. It was important to find the right angle to make an impression. So the agency came up with a humorous campaign presenting a disease that many drivers suffer from:  “jettomania” (or the bad habit of throwing rubbish out of the window). We made this bad habit look absurd.

The cure for jettomania?  The rubbish bin, isn’t it obvious?

Plan

  • Strategy
  • Advertising
  • Film
  • Billboards

Results

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