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Home / Reclame / “Trash2Trash” Entices People to Clean Up New York City By Trashing Their Least Favorite Celebrity

“Trash2Trash” Entices People to Clean Up New York City By Trashing Their Least Favorite Celebrity


With a growing population of 8.5 million, New York City has witnessed the most robust population growth since the 1920s. As the city reacts to the influx of residents, it struggles to stop the overwhelming amount of litter on the streets.

TRASH2TRASH is a fun and integrative way, designed by two Art Directors Vrasidas Golemis (Miami Ad School) and Joao Unzer(Deutsch NY), to motivate New Yorkers to reduce litter and clean up our streets.

By picking your most hated celebrity, the incentive is to trash your vote rather than trashing our streets. Each day we research online the most hated celebrities in America, and place their face on specially designed trashcans around the city.

Not only did New Yorkers engage with our initiative, they loved the idea so much they would pick up litter off the ground just to trash their vote.
With photos ,reactions shared on social media and visits from 27 different countries on the project’s website, the results of TRASH2TRASH were evidently a success.

Check it out: www.Trash2Trash.com for more results, photos and celebrities.

Creative Credits:
Art Director: Vrasidas Golemis (Miami Ad School)
Art Director: Joao Unzer(Deutsch NY)




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Publicis Italy, City Council of Fucecchio dedicate streets of the small Italian Villages to the local living heroes




Ecco il video di presentazione del progetto Fucecchio Local Heroes per intitolare una strada del paese ai nostri "eroi locali".

Publicis Italy and the City Council of Fucecchio dedicate the streets of the small Italian Villages to the local living heroes. Italy has around 6000 small villages where everything speaks to the country identity and local life. From the buildings to the small shops, it all shapes the local unique personalities, except the streets. Most of their names have nothing to do with local history and are repeated village to village. For this reason the City Council and the Municipality of Fucecchio, a small village in the heart of Tuscany, launched Local Heroes, a project to replace the initial street names with local living personalities who had a crucial role in their community recent history.

Residents of Fucecchio propose their personal hero via a dedicated microsite - https://www.local-heroes.it/ - choosing a street from Google Maps and submitting his story with a video, pictures and written content. The most admired personalities give their names to the village streets and will be remembered forever. The project started in April thanks to a video call-to-action that activated people of Fucecchio trough local social media pages. Close to road signs, people can unlock Local Heroes stories on their smartphones thanks to Estimote beacons through Google Nearby technology.

CREATIVE CREDITS:
CLIENT: City Council of Fucecchio
Mayor of Fucecchio: Alessio Spinelli
AGENCY: Publicis Italy
Executive Creative Director: Bruno Bertelli, Cristiana Boccassini
Creative Director & Art Director: Giovanni Settesoldi
Creative Director & Copy: Cristiano Tonnarelli
Digital Creative Director: Massimo Guerci
Copywriter: Albertina Coacci
Digital Art Director: Dario Citriniti
Account Supervisor: Filippo D’Andrea
Digital Project Manager: Vittorio Cafiero
Agency Producer: Maria Vittoria Ceresoli
Agency Producer: Jonathan Grassi
VIDEO and Photo production: DEA
Production Director: Davide Agosta
Consultants: Director: Riccardo Paoletti
Photographer: Luca Palatrasi
Editor: Roberto De Vita, Romina Bagatin
DIGITAL PRODUCTION COMPANY Baroque Worldwide
Creation + Production Ali Mansoor
CEO & Executive Producer Kerem Iseri
Digital Producer Baroque Design and Development Team
PR AGENCY: MSL di Milano
Account: Elisabetta Bottani
MEDIA AGENCY: OMD

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