Cannes Lions

CHARITY

WUNDERMAN, Dubai / TAKE MY JUNK / 2010

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Overview

Entries

Credits

Overview

Execution

Buying dumpsters would be expensive, so we rented them at a nominal charge from a local waste management company. They were happy to contribute to a good cause. We transformed the dumpsters into rich, ornate treasure chests using inexpensive vinyl stickers, and placed them in high income areas of Dubai. To further reduce costs and increase exposure, we used pick-up trucks that our client already owned and kept changing the location of the dumpsters. They became our moving media space.By choosing dumpsters with just the right shape to be converted into treasure chests, we turned them into an effective medium for charity. It not only communicated our message in an attractive way, but also instantly provided space for donation and a call-back number.

For a change, we literally brought the medium to the doorsteps of our audience and simplified the otherwise cumbersome process of giving junk away.

Outcome

The response was overwhelmingly good. The redressed dumpster got a lot of attention with people either putting their junk in or taking the number down for a pick-up. In just two weeks, we managed to fill our client’s warehouse with donated items that will now find a place in someone else’s home with calls traced back to our communication. The number of hits on www.takemyjunkuae.com increased two fold and Take My Junk now also has a Facebook fan page! Within minimum expense and a three month promotion period we were able to get an impressive response and free newsworthy publicity.

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